Guy from the Smart Card Store approached me to help give his business a stronger brand identity. He had already had the logo created for the Smart Card Store but wanted me to design branded elements and layouts which could be used across all his marketing material. I was given free reign to create a style for the business, so I used the established logo as a basis for the colour scheme and vague style guideline, in order to make sure that the brand worked well with anything they already had in place.
I started by creating elements to highlight any headings and important information sections. This was to help break up any marketing material into specific categories and more controlled sections for easier reference. I felt that this was necessary as there was a need for a wide range of technical / product specifications which I thought would be more manageable and less daunting to read if arranged into clearly defined areas.
After being provided with high resolution product images from his suppliers, I realised that they all used different backgrounds or methods of displaying their products, so decided to work on using these to create a more standard style for them. This would help solidify the branded elements I had already setup and also provide a much more professional look for all the primary product images. This was achieved by cutting out the applicable products and creating a floor and wall setup as a backdrop using some calming grey tones. Product reflections for each product were created by carefully cutting out sections and recombining them to form the reflections using gradient layer masks and perspective tools. There was a lot of careful attention put into the reflections as they are often done by simply flipping an image and fading it out which can look awkward and sloppy. My aim was to create a recogniseable style for all imagery without the need for an expensive photo-shoot but still keep them all looking as realistic as possible. Subtlety and realism is key when working like this.
Once the brand identity was established I then helped to design a range of marketing material including; a full product catalogue and price list booklet, flyers, posters, adverts and cards for offers or new products, coasters and even helped set up the online templates for their email newsletters.