B R A N D B U I L D I N G
with Lavinia Maria
A great brand tells a story, connects on an emotional level and is always consistent both in its look and messaging. Whether you’re launching a new brand or looking to rebrand, a successful outcome requires 2 components: strategy and visuals.
T H E P R O C E S S
When it comes to branding, the deeper the look, the rarer the find.
1. Foundation
I always start from the beginning, learning about the journey that brought you here and your vision for the future. This is a time for reflective questions and big picture thinking. Let’s dream a little and talk about the when, what, how and why. Here, I’m looking for dots to connect, underlying needs to reveal, and new opportunities to surface.
your history
long-term vision
uncovering your ‘why’
2. Brand Strategy
Brand strategy helps uncover, organize, and articulate your brand’s core essence. It help you define your brand’s story, your differentiation factors, positioning opportunities, values, mission and attributes. It also shifts the focus onto your customers, allowing you to understand their deepest needs, so you can speak to them in a way that truly resonates.
Brand strategy also leads to a clear and confident design and marketing direction, eliminating the pitfalls of subjective preferences and blind guesses.
brand mission
brand story
brand attributes (personality, voice and tone, values, x-factor)
brand messaging and taglines
ideal customer profile (mindset, goals, needs, influences, objections)
competition analysis
positioning
brand name and slogan
business goals and marketing ideation
3. Art Direction
Next, it’s time to define the visual direction so that all aesthetic components live in harmony, with a concrete point of view - from design, to photography, and beyond. We’ll look at inspiration references and create mood boards to help us tell a stylistically cohesive and original story that’s aligned with your brand’s strategy.
moodboard
art direction
logo and brand identity system
identity guidelines
4. Design
Now that we have a clear plan and confident direction, it’s time to design deliverables and bring the vision to life, so you can start proudly showing off your new brand!
T H E P R O O F
“Working with Lavinia felt like a good couple's therapy: my brand and I came in very bad shape and in the end, she made us fall back in love. Now, I literally recommend her to everyone I work with!”
— Vika Vine Photography
Ready to lay down the foundation for your dream brand?