SOLVING PROBLEMS
The Problem
Based in Madison, WI, WoodWi is a small-scale company that specializes in crafting high-quality wooden toys and is now gearing up to expand its operations nationwide. To achieve this goal, the company requires a strong and recognizable brand identity.
The Solution
Strategy
The development of a campaign for the brand identity required the determination of a strategy. Research needed to be conducted in order to understand the demographic and psychographic characteristics of the target audience. It was important to identify the target audience and determine the specific needs that the product or service would fulfill.
In the early stages of the research, the defined target audience was determined to be children aged 8-14 who have a keen interest in developing early engineering skills.
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Name Selection
The name selected is WoodWi. After considering various options, like Wood Gearz and Gear Wood, the portmanteau technique is the best solution. Because the toy company was founded in Wisconsin and specializes in wooden toys, the combined location and product creates a fun play on words. WoodWi reflects the theme creatively, almost like a question, “Would we?” The target audience is children and young teenagers, so the name is easy to say with a touch of silliness.
Features & Benefits
WoodWi specializes in crafting wooden 3D puzzles that are animated by wood gears, offering full functionality without the need for any electronics. The brand theme is Science Fair, considering children who aim to be recognized for their STEM skills in school. This platform allows them to earn recognition for their techniques and achievements. With this research the benefit promised from this brand was originally thought to be achievement. Further research and discussions, the benefit of understanding was determined to be a more suitable beneficial promise from WoodWI.
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​With a promised benefit, that logically connects to the target audience, the next step was to establish the voice and tone of the brand. Messaging that embodies the brand values was the next strategy.
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Look & Feel
Color Palette
The color palette for the learning environment features greens, blues, and mauves to promote creativity and reduce anxiety, while oranges and yellows boost engagement. The core message emphasizes understanding, with light brown and burnt umber reflecting creativity. This science fair theme, supported by color theory, uses a carefully chosen palette to create an engaging atmosphere for the audience.
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Line Quality
Lines are vital in graphic design, shaping the core message. For the brand “WoodWi,” a gear-shaped line reflects the benefit of understanding through its 3D puzzle theme.
Selecting the right line is crucial, as highlighted by Brown (2019). Precise line separations will unify the design across media, enhancing comprehension of the core message.
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Imagery
Imagery is vital for effectively communicating a product or service, creating a memorable experience for the audience. For WoodWi, the visuals should show children building 3D puzzles for a science fair, using both primary and secondary colors from the palette to ensure design consistency. The imagery must align with design elements and convey the core message effectively.
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The Narrative
Why is WoodWi Beneficial
In a compelling narrative, Joy (2024) emphatically emphasizes the significance of 3D puzzles in education as a captivating method for acquiring S.T.E.M. skills. WoodWi needs a website that details how users can effortlessly connect with like-minded individuals through an app and seamlessly communicate with mentors for assistance in completing the projects. Furthermore, the narrative underscores the transformative power of creativity and imagination in bringing the individual’s masterpiece to life.
Learning to build 3D puzzles is beneficial for individuals interested in early engineering. The narrative conveys the message of combining creativity and entertainment while learning real-world applications, all with the support of a helpful community connected through an app. The narrative discusses what comes in the box and the potential results, serving as a call to action.
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Positioning Statement
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Your athletic older brother has always brought home trophies and awards for his achievements in sports. This year your school is hosting a science fair, now is your chance to showcase your talent! Your love for 3D puzzles and mechanical engineering can finally take to the stage. Opening the box to an array of laser-cut wood waiting for you to separate the pieces and begin building your masterpiece. A QR code for you to scan to connect to the app and join the 3D puzzle community. The directions are clear, concise and help is available. Learn how these gears animate your 3D puzzle, no electronics or wiring. You can wind up your wooden motorcycle, or carousel and watch your finished pieces come to life. Friends and family can join, or you can build alone. Develop an understanding of how these fully functional mechanisms work in the real world.
The Logo
The Tagline
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The potential taglines reflect the benefit while emphasizing the product. The first potential tagline, “Imagination in gears,” is powerful in its simplicity and directness, as well as incorporating the main feature (wooden gears) of this product. Being “in gear” signifies starting to work, so “imagination in gears” confidently conveys that the imagination is active. Imagination is essential for envisioning possible outcomes when learning a new skill. This tagline promises a clear benefit to a young audience, helping them understand the functionality of mechanical engineering.
According to EIN Presswire (2023), 3D puzzles enhance creativity and imagination, solidifying “imagination in gears” as a relevant and impactful slogan with great potential.
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Beginning with a sketch
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I initiated my thumbnail sketches by revisiting the look, feel, and vision board for WoodWi. In line with the tagline, “Imagination in Gears!”, I opted to integrate gear icons. Although I briefly considered other ideas such as wooden toys like a wooden train, they didn’t align well with the brand’s science fair theme. Nevertheless, constructing a working train from wood pieces does highlight valuable STEM skills, which could be showcased in a science fair.
Following the elements of design Airey (2009) I aimed to keep it simple. Thinking of In line with Airey’s (2009) design principles, I focused on simplicity when creating the logo. My goal was to adopt a minimalist approach that would translate well across different media platforms, from print to web. The design primarily features gear icons, integrating the tagline and the science fair theme. Airey (2009) highlighted how Vanderbilt University’s visual identity effectively combined symbols representing the institution. Building on this concept, I deliberately incorporated elements from the vision board that resonate with the brand.
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Creating the Logo
First Selection
The first thumbnail sketch that was circled represented the initial idea during the creation of the look and feel. The incorporation of gear symbols for the “o’s” in WoodWi, as well as the dot of the “i,” helped tie the logo to the tagline and the product features. Utilizing gears to construct a working wooden model enhances STEM learning and activities. This simple concept will effectively maintain consistency with the brand identity.
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Final Logo
Simplicity and readability were pivotal in the decision-making process. Repeatedly reviewing the drawings helped to refine the results and determine the most effective approach. Seeking a second opinion on the designs, specifically focusing on readability and comprehension, was integral to the decision-making process. The stacked, vertical design was discarded due to its challenging and time-consuming readability.
In logo design, prioritizing functionality and simplicity is crucial. The logo should be versatile enough to maintain its detail across all media platforms, including print and web.​
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Peters (2023) emphasizes the importance of considering favicon dimensions and embroidery for marketing purposes during the logo development process. Simplicity is key, as intricate details may not translate well across different mediums, posing challenges for promotional materials and web use. It's essential to consider the requirements of promotional materials when selecting a design to avoid potential issues. Detailed designs may lose their impact in smaller applications, limiting their effectiveness.
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During the initial phase of the design process, the designer can effectively assess the most suitable design through iterative refinement and self-evaluation. Bokhua (2022) highlights the time-consuming nature of repetitive sketching and emphasizes the necessity of experimenting with various concepts. Prematurely creating the logo in vector format, only to discover its incompatibility, is deemed inefficient.
Second Selection
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The second circled thumbnail presents a simplified iteration, incorporating solely the W initials of the brand within gear icons.
By utilizing fundamental icons, the content becomes easily recognizable to the audience, effectively eliciting recollection of the tagline and product features. This uncomplicated approach holds significant value across various multimedia platforms, spanning from print to web and all mediums in between.
Third Selection
The design process started by utilizing the line quality from the vision board. The goal was to incorporate this line into a cohesive design that included the brand name while maintaining consistency with the brand elements. The design evolved from a simple half gear icon to a more refined approach that effectively integrated the line quality from the vision board.
Brand Style Guide
The toolbox
A brand style guide is an indispensable resource for designers, acting as their comprehensive toolbox for crafting visually cohesive media assets. It provides detailed guidelines on the proper usage of the logo, ensuring it is presented consistently across all platforms. The guide outlines the specific color palette, offering a range of approved hues that reflect the brand's identity and evoke the desired emotions. Additionally, it describes the appropriate line quality to maintain a unified visual style. The brand story is also included, giving designers insight into the brand's mission and values. This vital tool helps creators uphold brand integrity and maintain a strong, consistent identity throughout their designs.
Media Assets
Letterhead & Social Media Draft
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The drafting process of developing the letterhead design, utilizing imagery from the vision board to ensure brand consistency. The brochure requires further refinement to enhance its structure and effectively convey the brand story.
For our social media presence, we will use the logo as the profile photo, and a science fair winner will serve as the cover photo to align with our brand message. This platform will facilitate connections with school-age children (ages 8-14+) who have an interest in early engineering skills. It will provide valuable information about upcoming science fairs while offering opportunities for sharing experiences and seeking assistance.
Letterhead & Social Media Package Final
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The drafts were refined by correcting the scaling and improving the imagery. Small bodies of copy were used rather than long paragraphs. The imagery and graphics used are consistent with the look and feel of the brand, as well as the vision board. Considering that this brand is preparing for launch, consistency builds recognition and trust with the audience. The drafts underwent a thorough refinement process, with careful adjustments made to the scaling and a significant enhancement of the imagery. Instead of lengthy paragraphs, concise pieces of copy were strategically employed to convey messages effectively. The chosen imagery and graphics harmonize seamlessly with the brand’s aesthetic and the envisioned style outlined in the vision board. As this brand gears up for its launch, prioritizing consistency is essential for fostering recognition and cultivating trust among the target audience.
Swag & Bus Stop Poster Draft
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A detailed design draft for the bus stop poster has been developed, mirroring the layout of the brochure while incorporating elements from the vision board and adhering to the specified sizing parameters. The design features a clean and striking aesthetic, capturing the attention of the target audience effectively. To enhance engagement and accessibility, we have included social media links and a prominent QR code that directs viewers to the website for further information and resources. This approach ensures that potential customers can easily connect with us and explore our offerings.
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Tee- Center chest, left lower side (oversized) and full Back imprint locations. Screen printing decoration method.
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Hoodie- Inside hood, center chest, front pocket, down left sleeve and full back locations. Screen printing and dye sublimation decoration methods.
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Hat- Front and back. Embroidery decoration method.
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Canvas bag- Front. 2 different styles, one location and screen printing decoration method.
Swag & Bus Stop Poster Final
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This week, the development process for our media assets focused on communicating the brand story and key messages. By understanding the core message, we were able to tailor our designs to resonate with the target audience, influencing every design decision we made. The promotional items feature fun and unique decoration methods to capture the interest of our audience. Additionally, the bus stop poster incorporates elements from the brand vision board, ensuring consistency with the overarching brand story.
Conclusion
After finalizing the logo, using the graphic elements as an icon was a positive solution. Next, media applications were developed after finalizing the brand messaging, positioning statement, and logo. With the brand launch prepared, WoodWi is able to expand its operations nationwide, resulting in the solution to the design problem.
References
Felton, G. (2013). Advertising: Concept and Copy (3rd ed.). W. W. Norton.
https://bookshelf.vitalsource.com/books/9780393733921
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Airey, D. (2009). Logo design love: A guide to creating iconic brand identities. New Riders.
https://learning.oreilly.com/library/view/logo-design-love/9780321657251/ch3.html#ch3
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Bokhua, George. (2022). Principles of logo design. Rockport Publishers.
https://learning.oreilly.com/library/view/principles-of-logo/9780760376522/xhtml/08_Chapter04.xhtml#lev47
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Brown, E. (2019, May 4). How to create impact using lines in graphic design?. Design Mantic. https://www.designmantic.com/how-to/how-to-use-lines-to-create-an-impact-in-graphic-design
Peters, Allan. (2023). Logos that last. Rockport Publishers.
https://learning.oreilly.com/library/view/logos-that-last/9780760383186/xhtml/10_Chapter01.xhtml
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Joy, C. M. (2024, May 9). The application of 3D wooden puzzles in Education. Robotime Online.
https://www.robotimeonline.com/blog/the-application-of-3d-wooden-puzzles-in-education
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News provided by EIN Presswire Aug 24, 2023. (2023, August 24). Exploring the fun and educational benefits of 3D wooden puzzles.
FOX 4 Kansas City WDAF-TV | News, Weather, Sports. https://fox4kc.com/business/press-releases/ein-presswire/651747183/exploring-the-fun- and-educational-benefits-of-3d-wooden-puzzles/
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