They then envision the end state. (If you?ve ever been part of team that seemed lost, it?s likely they skipped this step.) Knowing what victory is becomes vital as you embark on the journey of solving the problem. As designers, we can help prototype the end state (through scenarios, models, journey maps, etc.).
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STEP BACKGROUND
Vrontikis Design Office began to envision the foundation for the evolution of Via Motif’s new brand identity. As their search phase progressed, it was clear that Via Motif needed more than just an identity, the company needed a flexible graphic “tool kit” to use on all marketing materials that continually informed the brand. Luckily, Steinberg had anticipated the time needed for the task. The first deadline, three months away, was for the catalog to be included in a major national gift show. STEP OUTCOME
OUTCOME
In redesigning the logo, the first task was to retain some of the original look, but express a higher level of sophistication in the form and typography. Experimentation with the final image was done to determine its flexibility and usability. The image held the strength of the brand in variations of color, texture and proportion. Via Motif needed an updated identity for their growing company. The identity would expand to brand Via Motif in all print, packaging, and digital applications.
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Submitted by:
Vrontikis Design Office
Date:
April, 2003
Client Name:
Via Motif
Project Name:
Identity and Branding for Via Motif
Date Started:
January, 2001
Date Completed:
July, 2001
Project Team:
Petrula Vrontikis
Creative Director
Vrontikis Design Office
Ania Borysiewicz
Senior Designer
Vrontikis Design Office
Jason Ware Imagery and Jon Clayton
Photographers
Cathy Steinberg
Owner
Via Motif
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