Branding with Personality

This course will give you an idea of ​​Pupila's design process when working with entrepreneurial brands.

The first step will be to understand, as clearly as possible, the project in front of you. You’ll ask questions, many questions, but you’ll focus on those that will help you understand what kind of person this product or service is, and as a person, how you want it to connect with people. That means it’s not just about understanding the client, but also the client of your client.

In the second step, and once all the information you consider relevant to your client has been collected, you’ll start to create the visual imagery of the project. This document will also begin with the definition of who is the person represented by this brand; It can be an actor, musician, athlete or artist, but it can also be a friend from school, a co-worker, a neighbor or your sister. The person who embodies the brand of your product or service may even be the client you’re doing this project for.

During this search it is very important to also understand the environment, the local competitors, how they look, how they speak, how big or small they are, which valuable attributes you should respect and which ones you should definitely not. In addition, you'll investigate what’s going on in the segment globally, what are the best practices, what brands have effectively connected with their customers and what lessons you can learn from them.

With this foundation developed and approved by the client, you'll begin the visual development, guided not only by the personality of the brand but by an idea that can solve its problems. In this step, you'll put together all of your research and knowledge of the company, product or service, and translate it into a brand.

Finally, and after defining the path that responds effectively to the client's need, you'll put together a presentation that shows the brand created and its applications in the real world, selecting mock-ups that help take the client through the various points of contact that the brand will have with its audience, letting them also see the versatility and growth capacity of their new brand.