Over the past 5 months I have worked with Lightningfast, an electronics brand based in Asia, to create their brand manual and additional assets resulting from these guidelines. The brand was already selling well on Amazon, but needed a brand identity to stand out from its competitors and reach out to a larger target market.
To create the brand manual, I started with a detailed questionnaire that asked in-depth questions related to its current position within the consumer- and competitors market. I asked questions about style, future goals, the desired target market and the company owner's view on the brand's persona.
Simultaneously I started my own research about the target market, concentrating on modern marketing opportunities within the electronics niche, and focused on Lightningfast's direct competitors to be able to create a detailed SWOT analysis and thorough brand advice.
The 40 paged brand guidelines cover the following;
The purpose of the brand manual is to underline an already existing brand and to make it stronger with a custom brand strategy and accompanied unique brand identity.
The most significant conclusion from the brand manual was that logo and color palette had to be re-designed, in order to stand out more and speak to a newly discovered target audience.
We also developed two new brand slogans, illustrating the core message of the brand; "Keeps you connected" and "Charged for the moment". These can be used for external communication such as advertisement and indicate the message of the brand's core values; Connect, Personal, Essential & Consistent.
After briefing a logo designer and developing a new logo, the realisation had grown that the product packaging also needed to be re-designed, the client asked me to take on this job as a graphic designer, as I was the closest to the newly created brand identity.
Armed with the new logo, style guide and freshly designed graphic assets, I developed a pattern using grids and communications networks as the main motifs. The resulting geometric design and electric gradient represent the electric pulses and hint at the product’s function — charging electronics (fig3.)
The next step in our collaboration was to focus on transforming the brand’s online presence. Consumers only knew the product from Amazon at that point, but the company’s ultimate goal was to expand to other online platforms and offline sales channels within 2 years. We are currently working on a new website; to be launched in 2017.