This project focused on developing a brand identity for Greener Day Toys, an online toy shop specializing in retro futuristic themed wooden toys. By understanding the needs of the target audience, the brand development aimed to differentiate itself from competition and establish an emotional connection with its audience.
Every part of the Greener Day Toys unique design (above) like color, font choice, hierarchy, and layout was built off the retro-futuristic theme and is the result of countless design decisions made which follow that theme.
Logo Design
The purpose of the logo design (below) is to appeal and become memorable to the target audience by communicating the brand’s personality and portrays the style, fonts, colors, and iconography consistent with the brand’s retro futuristic theme.
The process of narrowing logo sketch concepts to a workable number required a self-evaluation of the original 30 sketches to arrive at 6 final logo contenders. Each was evaluated for their strengths, weaknesses, and potential for use which helped progress design decisions toward the final solution.
Brand Assets
Design decisions for the stationery design (above) allow the majority of the layout area for content while still effectively communicating the brand's presence through the use of colors, shapes, and the logo.
Design decisions for the billboard (above) were made to efficiently communicate the messaging and ensure brand presence using the brand's visual assets. The distinctive visual hierarchy created by breaking the border with the rocket in motion sets this design apart from standard static outdoor advertising.
Social media designs (above) are aimed at maintaining brand consistency across multiple platforms while offering a visually engaging layouts. The designs feature the brand rocket aiming back towards the logo, adding movement and visual interest. This provides greater flexibility when adapting to size variations on different social media platforms, resulting in balanced visual assets that differentiate themselves on these platforms from competitors.
An animated logo and a looping animation (examples above) were created to engage audiences and increase brand awareness on platforms that utilize motion graphics. Both animations incorporate sound effects and/or voiceover that contributes to successful animated assets that effectively convey the brand's personality and align with the brand theme (click examples to play).
Both assets were derived by exploring concepts utilizing sketching and storyboarding (below).
For swag (below), the robot mascot was chosen as the primary brand representative used on the designs, with the logo’s rocket image used on alternate color options for variation. The mascot is easily recognizable and memorable, creating a strong brand awareness and audience recognition.
