x 2019 - 2020
Mike Falk,
Abundant Broker
Brand Strategy & Visual Development, Book Design & Typesetting.
Step 1 - Develop a Strategy
Before jumping into the design process, we take a step back to thoroughly evaluate the ideal customer. When we know who we are serving, we know how to gear our branding and marketing efforts to appeal to that person from the get-go. This way, it’s not a shot in the dark on what the brand should look like, as we have complete clarity on how to focus our intentions as we build the brand.
Step 2 - Moodboard
After developing the avatar, I now know how to focus the design. Therefore, I created the moodboard for the Abundant Broker brand to set the tone for aspiration, abundance, wisdom and success. The visuals evoke a feeling of wealth and fortitude. The brand uses white space, clean fonts, and minimalistic iconography in order to effectively communicate in marketing. “Refined luxury” is at the forefront of this brand to maintain the abundance appeal.
The color scheme is gold, cream, deep charcoal, navy and light blue. This color scheme was selected based on timeless color of wealth (gold), and blues that evoke an aspirational ease, while appealing to the male target demographic. All visual elements communicate elegance while maintaining the brand archetypes of sage (wisdom, trust, expertise, communicative) and royal (power, sophistication, leadership, prosperity, influence).
For Abundant Broker, it is important to maintain luxury, while steering clear of gaudiness. We are setting the stage for what it means to be in abundance, which in its purest form, is innately appealing and lavish.
Step 3 - Develop Primary Brand Elements
Primary Logo
Book Cover Design
