Brand Development
The key to brand identity is through design
Visual merchandising capstone
Software: Sketchup, Adobe Illustrator, Smart Draw, Adobe Photoshop
​
The challenge was to complete a unique, thorough, and creative store design package for a new, retail space, brick, and mortar, beginning with creating a complete customer profile, and a complete design project and a formal presentation. The objective of which is to show the capacity to completely design an entire store. The final project was to be presented to a panel of instructors and industry experts in a 20-minute professional presentation.
Designing For Merchandise
Cilent: The Waubic
​
Software: Adobe Illustrator , Adobe Photoshop , Wilcom Embroidery Studio
​
I was asked to help design and digitize merchandise for The Waubic, a family restaurant atop the Trent Severn Waterway. This is a great place to enjoy personal service and a tranquil experience on the water. Each design is made to showcase the many spirited water activities. After each design was digitized, I photographed the product and then edited them using Abode Photoshop to achieve a professional outcome for the Client to use on their online store.
Build a business
Software: Adobe Photoshop
​
The objective was to build a viable service-based business. The challenge was to get the foundation needed to create a viable business. My business required secure financing from lenders and investors. Identifying strengths, weaknesses, opportunities, and threats played a large role in examining the target market, competition, and market research results. A strong brand was created through marketing strategies, logo design, mission, and vision statements, as well as working towards satisfying the customer’s needs.
Personal logo design
The strong ambition that I possess allows achievements to reach sky high. This is why I designed a cloud shape to accommodate my name in the logo. The sky is the limit to my creativity. I want to reach great heights in life and there is no end to the possibilities. Resembling the ocean and sky, my life is an endless possibility. A cloud is light, delicate, and airy; this is why I made the logo in PNG formation with the letters trailing off into the outside space.
.png)
Fictional product branding
Software: Sketchup, Adobe Illustrator, Adobe Dimensions
The challenge in this project was to create a package for something that’is immaterial. I chose to use the word “freedom”. There are five parts included: the package, the container, the logo, the background image, and a promotional item. First, I spent some time to sketch and write out ideas. The package shape (balloon) was built in SketchUp as well as the egg using extrude and revolve. Adobe Illustrator was used to design the logo for Freedom. I designed my own custom type for this
using the pen tool. Using Adobe Dimension, I showcased my freedom package in a convincing setting and lighting that communicated the meaning of the word. My own background photo was imported, along with the 3D models, and logo as a decal.
Retail development
Software: Shopify, Sketchup, Adobe Photoshop
​
An independent brick and mortar original retail store was to be created with all the aspects that make up a successful business. This included store name, swot analysis, support research, target market, location, general merchandise plan, product line, and wholesale/ retail prices. My idea for my independent retailer was then used to create an online store using Shopify. This site features a home page displaying branding content that captures and inspires customers to stay and spend, a menu that features shop, about and contact tabs, as well as high quality photos of products with a price and description that fits the brand and will sell the product. A logo was designed along with a mood board, floor plan, fixtures, and marketing initiatives. Through this design process, I learned to understand the weaknesses and strengths my brand possesses and the steps I was required to take to help growth within the organization.
Brand articulation
Software: Sketchup, Adobe Illustrator
​
Branding is an integral function of visual merchandising. The challenge was to reflect on how my brand presents itself in a retail environment. This was displayed through design of a colour palette, typography, architecture, lighting, packaging, and logo creation. Layers of design came into play while composing and presenting this brand articulation in my retail store.
.png)
Mask and display
Software: Rhino 7
​
The challenge in this project was to learn to use Rhino 7, an industrial design 3D software, to design and create a mask and at least two other elements for a window display. This mask was designed after the Ralph Lauren Fall 2021 READY-TO-WEAR collection. This collection mixes the elegant and rugged, city and country, high and low. Fall aspects are shown through the ivory, browns, knits entirely from cashmere, and fur. I wanted to emulate parts of this in my design to help reflect the brand. Once I had completed the 3D models, I placed the constructed elements on a mannequin and put them all in a 3D window. Lighting was applied and full renders were captured.
.jpg)
Creating the customer experience
Software: Sketchup, Smart Draw, Adobe Photoshop, Adobe XD
​
The objective was to create a unique customer experience to enhance sales and the overall shopping experience within one of the 5 areas at Canadian Tire. I chose to enhance the Plant department with the addition of a Live Plants section in the store that provides a wide year round selection to the customers, as well as home decor and plant accessories. With the creation of AR app technology and a visually pleasing space, this design proposal fulfills the customer's needs.
Environmental branding
Software: Adobe Photoshop, Adobe InDesign
​
This project utilized my Photoshop and 3D skills to visualize a branding exercise in a commercial/ public environment. I was required to choose and research a space, and then ideate to develop a visual theme that included colours, type, and graphic elements. Before the design process, I sorted out my photos and began sketching out ideas for various spaces. Afterwards, I began to prepare the proposal. Skills and tools learned in photoshop were used to present ideas. The final document consisted of a branding proposal with a rationale and high-quality visualizations.
Brand proposal
Software: Adobe Illustrator, Adobe InDesign
​
For this presentation, I had to design a campaign proposal to raise awareness of homelessness in Cambridge. This required research and thought to consider the target market, location, service, and how the campaign could grow with new opportunities. A document was then prepared in InDesign, proposing a new branding strategy. I created my own logo design in Illustrator to help spread awareness. The typography and layout were carefully considered to produce a final professional document.