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Small Business Rebrand & Promotional Package

BACKGROUND:

Having grown up in a successful small business (flower shop) as well as directly helping downtown business districts in my past B.I.A. marketing career, I have always appreciated and desired to help strong small businesses. Being able to help a small business with the ability to apply multimedia design assets to assist in their marketing efforts is a dream come true. 

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A black and white photograph of the 'Specs on Pearl' eyewear store in Downtown Burlington, Ontario, Canada.

PROJECT OVERVIEW & GOALS:

With this group project, I and two fellow peers established an overall brand packaged design initiative to help promote a small business, ‘Specs on Pearl’ located in downtown Burlington, Ontario. We desired to revamp the overall logo design (typography), introduce a promotional animation video for their website and social media channels as well as developing a UI Design for a new Website and Mobile Application for users to shop online with.

An image of the digital Figma website prototype showcasing various webpages.

TECHNOLOGY USED:

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Software:

  • Adobe Illustrator

  • Adobe Photoshop

  • Adobe After Effects

  • Adobe Premiere Pro

  • Figma

Websites:

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AI Tools:

  • Adobe Firefly

  • Nano Banana

An image of the Adobe Illustrator logo with the letters, 'A' and 'i'.
An image of the Adobe Photoshop logo with the letters, 'P' and 's'.
An image of the Adobe After Effects logo with the letters, "A" and "e".
An image of the Adobe Premiere Pro logo with the letters, "P" and "r".
An image of the YouTube logo with a red arrow pointing right with a white rounded rectangle surrounded by a red blackground.
An image of the Adobe Firefly logo with the letters, 'F' and 'i' with a small white star above the 'i'.
An image of a cartoon yellow banana with a white border surrounding it representing the Nano Banana logo.

RESEARCH & INSIGHTS:

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Various research components were utilized to attain data and relevant information for the production of the UI and UX design of the website and mobile application. This included developing multiple empathy maps and user personas to establish pain points and needs of various users. This helped determine the direction of improving the look and usability of the overall digital UI/UX prototype, as well as finalizing on the general vision and style of the animated film.

An image of an Empathy Map with notes about interviewee Julian as the subject with a cartoon head/face in the center pointing right.
An image of a User Persona about interviewee Julian including notes on profile, motivations and pain points.

OVERALL CREATIVE PROCESS:

Various creative assets were developed for both the  to provide direction and a clear understanding of the overall desired style and approach to the small business’s brand. This included an eclectic mood board, and style guide as well as preliminary sketches. The mood board and style guide were created through Illustrator, while the website prototype sketches were completed by hand with pencil and followed with a low-fidelity Figma prototype. When it came to the animation production, storyboards were also hand sketched to properly align each desired shot and the composition within each frame.

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An image of a Mood board about rebranding Specs on Pearl eyewear store. It includes images of their present logo, font style, creative shapes and patterns as well as desired colour palette.
An image of a style guide showcasing desired fonts, button styles (website) and desired colour palette.
An image of sketches of the website prototype including possible icon ideas and design layout of each page with notes in red pen and black pencil.
An image of a low-fidelity website for Specs on Pearl eyewear store in a grayscale palette showcasing the various webpage concepts.
An image of the first Storyboard (sketch) page displaying six images for each frame/shot with red arrows and notes below each storyboard.
An image of the second Storyboard (sketch) page displaying six images for each frame/shot with red arrows and notes below each storyboard.
An image of the third Storyboard (sketch) page displaying six images for each frame/shot with red arrows and notes below each storyboard.
An image of the fourth Storyboard (sketch) page displaying six images for each frame/shot with red arrows and notes below each storyboard.

FINAL DIGITAL PROTOTYPE & LOGO:


After completing the low-fidelity wireframe prototype, we created a high-fidelity prototype for both the new website and mobile application with Figma. While the low-fidelity wireframe helped determine the general layout and format of both the website and mobile app, the high-fidelity truly determined the overall UI and UX design of this final digital prototype. When it came to the new business logo, digital sketches were formulated in Illustrator which morphed into the final version in the same file.

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An image of a high-fidelity website design for the Contact page of the Specs on Pearl new website.
An image of a high-fidelity website design for the 'Our Store' page of the Specs on Pearl new website showcasing photos of the store, the animated promotion and cartoon realistic images of six (all) staff members.
An image of a high-fidelity mobile website design of the Specs on Pearl eyewear store containing the animated promotion video followed by photos of the interior of the store.
An image of a high-fidelity website design for the Specs on Pearl new website as well as the mobile site and accompanying font styles and sizes.
An image of the new logo design (digital rendering) for Specs on Pearl with an image of a vertical pair of secretary style black glasses next to the words in red, "Specs on Pearl".

FINAL SOLUTION:


This completed rebranding design package resulted in a new business logo, a new website and mobile app, as well as a promotional animated short film for website and social media purposes. Each creative element in the package visually related to each other, while still standing out with its own design features and strengths.

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An image of our created mascot, 'Specs McGee' dressed in a red outfit, red cape, brown eyeglasses and white cartoon space helmet.

PERSONAL REFLECTION:

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When reviewing the overall execution of this group project, I am deeply proud of how well I and my fellow peers worked together. We proactively achieved the various goals that we set upon ourselves to help this business with their overall brand, while providing essential marketing assets. 


Being a mature student with past leadership experience, I appreciated taking on a Creative Director role for the team to help direct the overall vision as well as the steps needed to accomplish the project at hand. By the end of the entire process, I realized the multiple steps needed to fully understand the present status of a brand while at the same time being able to envision the design changes needed to bring a business to a new level of marketing engagement. 

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