Brand

development

by michael john

Linkedin Behance

Lasting impact with long term benefits

From ideas to fully developed concepts, I ensure every detail is meticulously thought out in comprehensive design systems. I have a track record of providing tangible and lasting value to my employers and customers.

Premier Hotels

Brand Custodian

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Kaoko Stabilisers

Creating a motorcycle brand

Caring Candies

Brand Refresh

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Current project

Golf Science brand improvements

Agency review & report

Stakeholders needed a better approach toward their brand communications. My biggest challenge was to try and encourage their current marketing agency, ‘Let’s Be Frank’, to avoid problematic pitfalls they were making in their marketing executions that were damaging the brand.

Major issues found

The designs their agency provided were not in line with the C.I. provided to them and their social media design contained basic errors with regard to using the logo, the use of graphic elements, there was no hierarchy, supporting graphics and imagery did not meet requirement, and layout issues hindered good call to actions.

Their agency wanted to send e-mailers to an unqualified audience, (they had not heard from Golf Science in over 3 years and the brand as well as industry marketing practices had changed considerably since then). Sending a random mail without re-introducing the brand and the changes would be risking a high bounce rate and unsubscribes. The content their agency proposed was ill timed and without introduction to the new brand and new services. In addition, the design and CTA's did not engage the reader.

I failed to find any form of strategy with the content proposed by their agency and I struggled for 2 months to get a proper content calendar created by them. This made the experience feel like it was a 'shoot-from-the-hip' style management that left content creation to the last minute with no specific goals or return on investment in mind for the social media posts.

My solution

  • Deliver a brand strategy to attract investment.
  • Produce a refreshed brand identity and social media profile to align the brand with current trends.
  • Provide their agency with a set of Brand Guidelines to protect the brand integrity against amateur use of the brand material.
  • Provide templates and a content strategy that would help bring the brand up to date with current trends, and to be more appealing to their general audience, with specific goals in mind.

Brand strategy guide

Motion graphics

I made 2 variations of a short-form video pitch to show what was possible. The objective was to incentivise the client to provide more and better RAW footage of the services offered so that I may write scripts with specific brand objectives in mind to further improve customer engagement and brand integrity.

See videos

Brand contributions

30%

Improved brand recognition
Improved brand integrity

Results

  • I delivered a brand strategy to attract investment.
  • I produce a refreshed brand and social media strategy to align the brand with current trends.
  • I helped the stakeholders progress the brand more toward a contemporary look and feel.
  • I helped stakeholders produce an effective content strategy.

Deliverables

  • Brand Style Guide
  • Design templates
  • Social media design
  • Bespoke imagery
  • Content strategy

Before and After

Before
After

Portfolio

Pushing the envelope of what’s possible, building lasting quality brands and engaging graphic content is my thing!

Contact

emjays.cpt@gmail.com

Johannesburg

Randburg

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