The Memory Collective
Spring 2024 | Microsoft Office, Adobe Illustrator, Photoshop
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What is this project?
During my internship at Hang Ten Creative Agency, I managed multiple design projects, including event signage, social media content, and promotional items. However, my primary responsibility was to design the brand identity and strategy for The Memory Collective, a client of the agency. This project required a deep understanding of the client’s business and vision, and my task was to create a compelling brand identity that aligned with their goals and resonated with their target audience.
How did I prepare?
To begin the project, I conducted a thorough interview with the client, gathering valuable insights into their business’s goals, values, products, history, and market position. This provided a foundation for the design process. To ensure I fully understood the client's vision, I consulted with Hang Ten’s co-founder, Kaylin Ingram, to confirm my interpretations and approach. Based on this research, I generated over 40 concept sketches for the brand’s logo, focusing on natural and symbolic imagery, as the client had requested. This allowed me to explore various ideas and symbols that might effectively represent the essence of The Memory Collective.
How did I put my plan into action?
Once I narrowed down my ideas, I digitized my ten strongest concepts and presented them to both Ingram and the client. During a critique session, the client expressed interest in a sleeker, more minimalist design, prompting me to revisit my initial concepts. I refined the imagery by simplifying it and reduced the stroke weight of the typeface to fit the requested minimalist aesthetic. This process of simplifying and streamlining the design helped better align the logo with the client’s updated preferences.
What were my results and lessons?
After several rounds of iterations and receiving detailed feedback from both Ingram and the client, I finalized three logo drafts for presentation. The client was pleased with the revisions, and after making a few final adjustments, I delivered a successful final product. This experience taught me the importance of being adaptable and responsive to client feedback, as well as the value of creating multiple concepts to explore a range of possibilities. The project also reinforced the necessity of collaboration and continuous iteration in the design process, ultimately resulting in a brand identity that met the client’s vision and expectations.
