Client: Diversity (SYCO)

Over the years I have built up a great reputation within the music and entertainment industry, designing websites, brands and record sleeves for major acts. For this client I was asked to create something that represents them as a group. Well known dance act Diversity, run by Ashley Banjo approached me to create a new hero brand to showcase on tv, live shows and eventually a clothing range.

PROJECT TIMELINE

August 2014 - November 2014

PROJECT PLAN

Setting up a simple plan for the client is always necessary, it sets a clear vision for the project deliverables and key meetings. It also gives you a structure to work to which was agreed before the workshop took place.

IDEATION WORKSHOP

I organised a workshop with the team at the Diversity dance studios in London, where we came together to talk about how they wanted the brand to represent them as a group, how we could use this for tour material and eventually a clothing range.

We started by brainstorming on what Diversity stood for, how they want to appeal to the audience and what core words could be taken through to building the brand.

TEAM SKETCHES

To get a better understanding on how they wanted the brand to look and feel, I tasked each member on the day to draw what they envisioned the brand to look like. This is a fun way to collaborate and get the group more involved in the creation of their brand.

EARLY OBSERVATION

During the sessions, It was noticeable that most of the sketches included a star of some sort, along with a human icon and baseball caps, this was something I could then take into the design concept stage.

PHASE ONE ROUGH CONCEPTS

Developing ideas from the initial workshop, I hit the ground running with 3 options, with the last option personally being my favourite going into the meeting.

After a long debate we agreed that we needed to make this more human with a touch of robotic, this would really showcase the dance choreography Diversity produce and create a futuristic feel, which was mentioned in the earlier workshop.

PHASE TWO CONCEPT

Going back from the phase one playback I produced something with extreme speed, sometimes logo’s can be a marathon but I felt that this was the route to go down. Combining the human, star and cap I created a simplistic, bold and modern logo.

The new concept was met with excitement during the presentation, ideas were coming in all directions about how this could potentially look on clothing and live shows. We then agreed to move the sketched concept to detailed design ready for sign off.

FINAL DESIGN

Once the chosen route was agreed, I worked hard crafting the logo, knowing this was not only going to be used for promotional material, but it was going to be plastered all over TV shows such as Sky one and Britains got talent.

Ashley and the team were thrilled with the final design, I then moved onto logo mockups which would then be used for clothing and business related material.