Brand guideline for a fictional brand (Design Fundamentals with AI [Adobe])

This is a final project of the Design Fundamentals with AI course provided by Adobe and Cousera.

Situation

Scenario: A fictional client has hired me to develop their brand identity from scratch
Given brand description: A luxury spa focused on natural wellness and relaxation. The brand should feel calm, earthy, and elegant, reflecting the spa's services and philosophy

Task

1. Set up brand values and ethos
2. Design a logo using Adobe Express logo maker tool
3. Select appropriate typography
4. Build a colour palette
5. Create a brand guideline presentation

Action

1. Set up brand values and ethos
- Based on the primal information provided, built a behind-the-brand story, values and ethos

2. Design a logo using Adobe Express logo maker tool
- Put keywords, including calm, earthy, elegant, relaxing, and spa, etc, into the logo maker tool, choosing "fern" as a main motif of the logo
- Selected colours that fit to the brand image

3. Select appropriate typography
- Chose fonts to emphasise the elegance and calmness
- Added a simple sans-serif font to enhance the brand's stylish appeal, conveying an image of London as an urban and contemporary city

4. Build a colour palette
- Selected main three earthy and green-based colours
- Added accent colours, which are selected based on their similarlity in saturation to cultivate a serene atmosphere
- Refined colour palette by choosing a darker tone for one of the primary colours, intending to create a more cohesive and balanced visual arrangement

5. Create a brand guideline presentation
- Built a presentation using an Adobe Express template
- Created a mood board to illustrate the brand's aesthetic, incorporating interior images to offer insights into the spa's design

Result

- Acquired some practical skills, including visual and graphic design, branding, and typography.
- Obtained a certification of Design Fundamentals with AI course