Project overview
The purpose of this project was to create branding for a company that I wish existed: a consulting and training company for creative’s working in corporate fields and offices. I came up with the name “Fish out of Water” based on the idea that a corporate environment can at first seem extremely different to young creatives, and it is easy to feel out of your depth. The brand aims to reassure and empower these individuals, showing that while the environment may feel unfamiliar at first, it’s still possible to adapt and thrive. I also designed the branding with people my age in mind, as many of my peers and I are beginning to transition from design school into professional, often corporate, careers for the first time.
Sketches and ideation
When sketching the logo, I leaned into a literal interpretation of the brand name, playing with the juxtaposition of fish and corporate imagery like suits, ties, and briefcases. I wanted the logo to feel approachable and playful, so I focused on turning the fish into a cute and friendly mascot character for the brand.
Digital logo iterations
I moved forward with two of my logo concepts and brought them into Illustrator to digitize.
Brand colors and typography
In addition to the logo, I chose a color palette, selected a typeface, and created two versions of a wordmark to round out the visual identity.
stickers
I created a branded set of stickers from the logos and wordmark.
Then I combined the logo, wordmark, and some of my original sketches into a tote bag design.
tote bag
Artifact Creation
Once the branding was finalized, I started applying it to mockup materials.
Booklet
For the booklet, I designed a cover using original photography alongside the logos and wordmark. Inside, I featured a relevant article I found online, and created a table of contents using real article titles as stand-ins for potential content.
