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Dream Agency
Brand Identity & Guidelines
Year
Medium
Tool
Type
Brand
2024
Digital (PDF)
Adobe Illustrator
Fictional
Dream Agency
Part 2
Dream Agency is an advertising/marketing agency I made for this project. Their catchphrase is "We dream together", positioning them as an imaginer, to make their customers' dream true. Dream Agency values exploring the possibility of brands have but not revealed yet - they achieve jumping to the sky with their advertisement.
This project has two parts of brand guidelines (branding) and stationery (merchandise) part. The business name, value, aim, service, logo, wordmark, colours, fonts and shapes/patterns are created and designed by me for the project.
Brand Guidelines
Downloadable PDF for better quality.
​The colors reflect their playfulness, the typefaces bring modern style and the logo takes both of fun and abstract appearance. I represented those characteristics to the entire style of guidelines by applying the colors and geometric shapes used for the logo. Structure and margin were what I focused as well, those are keys to make the document looks professional.
Purpose of the project
I started this project of building a brand and designing assets for it, as I felt my portfolio lacks of showing design consistency to express firm identity of a single brand. Also, I wanted to design assets for B2B as it would be one of the most common design works to do for designer but many new designers focus on retails for their portfolio.
Logo design
The funniest part was designing the logo. The logo is shape of DA, the initial of Design Agency. The minimal strokes with strong thickness keep the logo visible with abstract look. The style reflects modern lifestyle with balance. Round tip represents playfulness. The half circles on the middle are inspired from the wings of a butterfly, the symbol of dream and exploration to the world - showing the mission and values of Dream Agency.
Inspiration
I searched for examples as the references because I have worked for only one brand guideline before. I mixed traditional form of brand guideline and new ideas, such as the color page from Snapchat.​​​
(Left) Snapchat's Brand Guidelines (LINK) / (Right) Dream Agency's Brand Guidelines.
Got inspired from colors filling the page in big sizes. I added the idea of coloring shapes from the logo for stronger brand identity.​​​
Because Dream Agency's identity is imagination, I felt the need of trying new things not in common business document. But it should look clean and professional too. I solved it through setting firm structure and let playful shapes fill the given page.
After building Dream Agency's identity, I was possible to design stationery like business card and letterhead with consistent style.
Continue - Part 2
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