I started this phase with creating a project timeline using a scheduling and time-tracking service. My time was separated in five phases: Brand building (coming up with back-end elements to help me define the MFM brand– brand essence, voice, archetype, etc), moodboarding, logo ideation, establishing brand visuals and promotional material ideation.
It was challenging building a brand from very little. There were some elements to consider, such as the relationship between the MFM brand I’m building and the BC Womens hospital brand as the Maternal Fetal Medicine Clinic lives within the hospital. Working on the visual language and feel of the brand and website was a different experience for me as I had to keep the look fairly conservative and trustworthy. It absolutely couldn’t look like an overly designed, trendy student project like some of the work I usually do. Arndt was a great help in keeping me on track with adhering to the brief and critiquing my work twice a week.
8/10 – I ended up going over the allocated amount of time and had to condense the execution phase.