project 04 :: project statement

The intent of this project is to develop an original name and design an identity system and collateral materials for a new Des Moines based company selling contemporary and modern furniture.

I will be working in a group of 3 designers. To begin, we will go through a brainstorming and research process. We will think about our audience, the location of our store, and the store's purpose as we brainstorm ideas for store names, logos, colors, and other visual elements of the identity system.

Once we nail down a working style guide (having determined typefaces, colors, and textures to employ throughout our system), we will divide up the pieces that need to be designed and all work to create a unified system of collateral materials.

We'll critique and help refine each other's work each time we meet, so as to maintain a consistent brand identity.

At the end of the project, we will have developed a brand identity for this (faux) new contemporary and modern furniture store opening in Des Moines and the collateral the goes with it.