01. Brandin and Identity - Upshot (REDO)

UPSHOT (Redo)

01 | BRANDING & IDENTITY | 400.3

Brief

This corporate identity project aims to encourage local manufacturing of a fashion product in order to strengthen the economy, create job opportunities and skills, and make South Africans feel more positive, energised an engaged. The brand should aim to reflect a strong and positive South Africa and encourage buying local.

The project requires the conceptualisation of a brand identity for a proudly South African t-shirt brand, with the core focus of the brand being to re-energise and create a positive spirit amongst fellow South Africans. The brand is required to appeal to all South Africans, but with a main focus on SA youth.

Rationale

The focus of the concept is the feeling of upliftment, which also introduces the name generated for the brand, Upshot. Upshot stands for local buying with quality and trend and through knowing that the consumer will always feel uplifted. The brand is neutral in a way that it is inclusive to anyone in our friend groups. The brand aims to be brave, curious, uplifting and neutral to all cultures and ages in South Africa. Upshot is all about upliftment. Uplifting individuals, communities and industries are the effects that we're getting out there. it is a proudly South African brand that showcases the inclusivity in our country.

I further worked on this project and improved it, since I wasn't able to finish when COVID-19 lockdown struck during this project. The feedback I received mentioned that the grey can be broken a bit more with black and white due to it becoming flat when looking at the project as a whole. I changed the grey and worked on adding visual variety that compliments the visual style. I worked on improving certain deliverables after tweaking my colour palette to be more successful. I also added a new pattern design which can be used to expand and roll out the brand in different spaces. I also worked on the letterhead, updated the clothing tags, did mobile site layout refinement and added a pop-up store concept.

Deliverables

01. Brand name

02. Brand logo

03. Quick reference brand guide

04. Basic stationary

05. Branded collateral