INDUSTRY: ARTS & CRAFTS (SMALL BUSINESS)
| TIMELINE: MAR 2023 -MAY 2023
Crafting a modern brand system for GOAK studio to enhance online presence and expanding market reach
Revitalised GOAK Studio's brand identity, developing a cohesive brand language and design strategy to enhance their online presence and create a unified brand experience across all touch points.
Role:
User Research, Business Analysis, Brand Research, Brand Identity and Application, Visual Language, Design Strategy, Marketing Strategy, Guidelines & Component Library
Team:
1 Designer (Me)
1 Founder (Gauri)
10 Focus group (Studio students)
Skills:
Client: GOAK Studio
Context:
GOAK - is derived from the name of the founder. With a passion for the art of pottery. I collaborated closely with the founder Gauri Oak to build a cohesive, beautiful, unified brand identity and system that communicates the ethos of the brand. And explored ways to enhance the brand's presence and grow the reach of the business.
REFLECTIONS & IMPACT
Impact of the Brand refresh
GOAK Studio's new brand successfully launched in May 2023 at a well-received pop-up show. Since then, the brand has experienced steady growth in both business and social media presence.
78%
Increase in new student enrolment
There was a notable increase in new student enrolment and the addition of new workshops at the studio.
65%
Increase in social media engagement
GOAK Studio's Instagram page saw significant follower growth after the successful brand launch.
Expansion and collaboration
GOAK has expanded its space to include rentals and has hosted four sold-out pop-up events showcasing studio and student work under the new brand. GOAK also collaborates with local studios and hosts an annual pottery show.
Brand & USER Research
Defining GOAK studio's brand foundation: ethos, offering, and target Audience
SYNTHESISING THE RESEARCh
Building a distinct brand personality and tone of voice
Following the research phase, I synthesized my findings and collaborated with the founder to establish three core brand themes/taglines that capture the brand's essence and personality. I then further developed these themes into key descriptive keywords to inform the brand's language, tone of voice, and color palette. Recognizing the competitive landscape of over 50 pottery studios in Bangalore, my goal was to create a distinctive brand expression that would ensure GOAK Studio stands out.
BRAND identity SET
Crafting the brand identity for a modern pottery studio
The brand identity was designed to represent the different types of pottery GOAK offers. Each category of pottery was given a unique representation that reflects its specific characteristics, while maintaining consistency and cohesiveness.
Inspired by the basic techniques of pottery and the movements of the hands, I created unique symbols for each category. For example, the symbol for Majolica was based on carving techniques, moulding for sculptures and more. Using the shape of a pottery wheel as a starting point, geometric patterns were created with lines and curves.
VISUAL LANGUAGE
Color palette & Typography
The colour pallet takes inspiration from nature and evokes the feeling of joy to create something handmade. While vibrant, the colours are muted to appeal to a wider audience, from young adults to older audience. This approach is to celebrate the colourful and joyful aspects of pottery but also inspired by the delicate nature of the craft and its products.
MOOD BOARD & INSPIRATION
Exploring the motion of the pottery wheel as a creative catalyst
My field study and research insights led me to draw inspiration from the pottery wheel's dynamic movement and tactile techniques like carving and sculpting. These observations informed the use of basic shapes and lines in developing the brand's geometric identity.
Key influences included the rotational movement of the pottery wheel and the manual techniques of carving and sculpting.
BRAND STRATEGY
Developing targeted brand applications for an evolving ecosystem
Next, I collaborated with Gauri to identify the brand's core offerings and the most effective marketing channels and promotional strategies. We then determined appropriate brand applications for each of these areas, creating assets to support the marketing strategy and provide Gauri with a usable resource library.
Brand APPlications
Establishing design language targeted brand application
REFLECTION
My Learnings & Key Takeaways
Strategic Design Direction for Brand Implementation and Long-Term Growth
This project provided the opportunity to collaborate with the founder and address the challenges faced by solo entrepreneurs and small businesses. We developed a scalable brand identity designed to adapt to the studio's future growth. Through a focused marketing strategy, we identified key collateral needs and created a library of over 20 reusable assets to support ongoing marketing and promotional efforts.
Crafting a Distinctive Brand Personality
This project involved not only creating a scalable brand identity but also exploring ways to express the creator's personality and give the brand a distinct human presence. My design process focused on integrating these qualities to ensure the brand's differentiation within its market. Like exploring visual and verbal cues that reflect the creator's values and style.