BrandIdentity-JuniorProject3

Brand Identity

2022

Using a wide variety of programs and tools, a recreation of Pepsi's 2012 "LIVE FOR NOW CAMPAIGN" was designed by following the company's official branding guidelines. The project consisted of two main segments: a corporate advertising campaign and a corporate communication package.

Various prints (letterhead, #10 envelope, postcard, business card, data sheet, catalogue page)

Business card colored composition sketches

Tools and Process

For this project we had to choose one corporation and follow their official branding guidelines to recreate the most believable products possible. For mine, I chose Pepsi and their parent company PepsiCo. During the concept development stage, each item was sketched on paper (as seen to the left).

The first half of this project was a corporate advertising campaign, which consisted of a postcard, catalog page, social media ad, and billboard. The postcard, catalog page, and billboard were each assembled in Adobe InDesign. They consisted of typography, photography, and a recreation of the Pepsi logo that was made in Adobe Illustrator. For the social media ad, Adobe Premiere was used and with the same assets as the previously listed items.

The second half of this project was a corporate communication package, which consisted of a letterhead, business card, #10 envelope, data sheet, webpage mockup, and employee apparel. Each of these items (with the exception of the employee apparel) were created in Adobe InDesign, with the PepsiCo logo recreation being made in Adobe Illustrator. The employee apparel was created in Adobe Photoshop. For both parts of the project, physical copies were made of the applicable items (postcard, catalog page, letterhead, business card, #10 envelope, data sheet).

Learning Experience

I gained a lot of new experience with typography as the official Pepsi branding guidelines required very specific fonts and layouts. In addition, my data sheet involved a nutrition facts list, which also involved a specific layout and fonts. Due to the strict nature of the guidelines, I had to learn to pay close attention to every detail they required. Some of these details involved a Pantone and hex code color palate, motifs and themes, and layout specifications for the items involving photos. For the items that did not require the photos, I learned to come up with some of my own designs while making sure to stick to the guidelines as closely as possible. An example of this can be seen to the right, as the branding guidelines I was provided did not expand their specifications beyond their LIVE FOR NOW campaign and was primarily centered around layouts involving that theme.

As a program-centered learning experience, I learned that Adobe Premiere has an option for nesting sequences, which is akin to grouping layers in various other programs. When editing my social media ads, this allowed for much easier organization of my video footage and assets which resulted in a significantly more efficient work process.

Top left: Business card Adobe Illustrator assembly

Bottom left: Business card Adobe Illustrator logo assets

Right: Business card final print-ready PDF

Final printed business cards

Performance Evaluation

I feel that I have a very strong understanding of the programs I used for this project, such as Adobe Premiere, Photoshop, Illustrator, and InDesign. This allowed for me to spend more time focusing on the project itself and less on learning the programs. As mentioned previously, I still learned some new program features along the way that proved to be helpful. I also adopted some personal work habits that helped with my efficiency, such as naming each of my layers, setting up ruler guidelines, and so on. Additionally, I felt competent in my usage of a DSLR camera, which allowed for me to photograph my final printed products quickly and efficiently.

As for future improvement, there was a couple of instances during this project where I resized a rasterized image too many times, causing blurriness and pixilation. However, this was resolved by either using a vector-based program or by using larger raster images while refraining from resizing as much as possible. I aim to keep this in mind from the beginning for future projects to maximize efficiency.

The corporate brand identity project proved to be a helpful lesson in practicing efficient work habits and following precise directions. It tested my abilities in a variety of programs while allowing for me to learn and grow in the process. Organization was a key factor to maximizing efficiency and minimizing deviations from the company's branding guidelines.

Website mockup: Home page

Social media ad variation 1

Employee apparel

Data sheet, catalogue page, letterhead

Social media ad variation 1 (Video)