In this phase I focused on developing the brand logo, website, promotional materials and finally SWAG. Refining the logo took a bigger chunk of time than I expected, but I ended up with an attractive shape that works for the concept I was trying to convey. I showed my top three final drafts to Arndt and he asked me if I was testing his eyesight, so I mocked them up on fake collateral and chose the one that reads best at a variety of sizes. I then moved on to designing the website from the sitemap and wireframes I came up with in the previous phase. For the website and the promotional materials, I used photography I gathered in my brand visuals. Arndt helped me pick out the shots that best suited the feel of the MFM brand and echoed the shape of the logo.
Finally, I designed three variations of a branded tote bag to be distributed at medical conferences. I thought having some variety would demonstrate the versatility of the logo and the solidity of the brand’s visual identity.
8/10 – I like the way the logo turned out, as well as the website navigation system. I was a bit crunched for time in this phase, especially when I got to the tote bags!