Brands have to guard against inconsistency constantly. That's one of the reasons that we champion an annual update to the Brand Book. A consistent image is one that customers will recognize and remember, and it's something that delivers the intended image of the brand.
Occasionally there are opportunities, like a permanent installation on a 90 foot long wall, that require a special departure from what might be seen in the Brand Book.
A Florida retailer was interested in a mural featuring Beam products, but only if it matched the aesthetic of another mural he had in one of his other stores.
The store owner shared some examples of a stylized mural that he wanted us to use as direction. Our designer Scott Leta used this illustration style to fit the request.
We presented the creative in 3 rounds:
- A rough photo collage and some line drawings to establish subject matter and composition.
- The beginning stages of bringing that composition to life in the desired style including linework and color.
- A final round to deliver proofs before we started production.
It starts out as rough ideas while we select content and gradually the composition comes together. It’s a benefit to have a client that can see past the rough beginning stages so that we can involve them throughout the process and quickly get on the same page.