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In chatting with a fellow designer friend this week, I couldn’t help but compare the feeling of launching a new brand identity to the feeling of investing in a beautiful piece of clothing that you’ve been eyeing for years. Something about it just makes you stand a little more confidently in your business, like stepping into an outfit that makes you feel more you. To me, this is a feeling that every business owner should have when it comes to their branding — an identity that feels uniquely them, and asks them to step confidently into the next level of their business.
Needless to say, I’m excited to circle back this week to share Marbury’s completed brand identity, and a bit about our process behind the scenes. The truth is, despite being our own client on this one, the process looked much the same as any brand identity we tackle. We started with the research and strategy phase, crafting our brand overview (translation: the why behind our brand), identifying our competitors, and compiling a mood board to capture the look and feel of what Marbury is all about
Next up was the design and build phase, where we explored three unique concepts before landing on the one above that resulted in a resounding yes. In our mind, good design is all about balance, and while we have an affinity for refined typography rooted in tradition, we’re also a modern business that appreciates a bit of playfulness too, which is where our color palette and brand pattern comes in. The result is an identity that encapsulates what we’re all about — refinement, approachability, and saying more with less.
Lastly, the execution phase had us dreaming up a stationery system that felt elegant and timeless (think rich stocks, letterpress details, and blind embossing) for all of our correspondence needs. While being our own client hasn’t been easy, it’s helped me understand, first-hand, the value of having a brand that showcases who you are and what you’re about, and setting aside the time for personal development, even in the midst of client requests and deadlines. But more on that next week…