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Overview
The goal
The outcome delivered to Moja Surf House was a brand identity that seamlessly blended the rustic charm of Imsouane, the exhilaration of its longest wave in Africa, and the vibrant surf culture into a harmonious visual narrative. The logo, a standout feature of this brand, ingeniously incorporated the iconic long wave of Imsouane as a central element, skillfully balancing the sense of adventure and tranquility that characterizes the surf house. The carefully chosen color palette, inspired by the Moroccan coastline, invoked a sense of coastal serenity. Typography and design elements evoked the free-spirited essence of the surf community while maintaining a modern and approachable appeal. The overall brand identity became a compelling invitation for travelers and surf enthusiasts, effectively conveying the unique charm and excitement of Moja Surf House, ultimately setting the stage for memorable experiences in this coastal haven.
The process I employed to craft Moja Surf House's brand identity was a meticulously structured journey. It began with a comprehensive discovery phase, during which I immersed myself in the culture, geography, and unique charm of Imsouane. In collaboration with the client, we defined the brand's core values, aspirations, and target audience, ensuring a solid foundation for the design work ahead. Sketching and conceptualisation followed, allowing me to explore various visual representations of the surf culture and the longest wave in Africa. Feedback loops with the client were integral, enabling us to refine and narrow down the concepts. Once the final concept was selected, I delved into the finer details of colour palettes, typography, and design elements, carefully harmonising each component to create a cohesive and captivating visual identity. Regular communication and collaboration with the client were maintained throughout the process to ensure the brand resonated authentically with Moja Surf House's ethos and aspirations, resulting in a brand identity that encapsulated the essence of their remarkable surf destination.
In simple terms,I follow 3 stages in the branding process:
1. CONDUCTING RESEARCH:
Conducting research allows you to:
- Clarify the vision, strategies, goals and values of the company
- Ask key management their vision for the brand
- Research stakeholders’ needs and perceptions
- Conduct a brand audit
- Conduct a competitive audit
2. DEVELOPING/CLARIFYING STRATEGY:
A brand strategy should clarify:
- Vision
- Target markets
- Competitive advantage
- Brand values
- Brand personality
- Brand promise
- Brand proposition
3. DESIGNING IDENTITY:
When designing a brand identity, I look in detail at a number of key areas and whether they accurately represent the values and personality set out in the strategy.
The design process begins by creating a logo, which will become the graphical representation of the brand. Colours, fonts, shapes, and icons are all considered to create something unique, eye-catching, and illustrative of the brand.
An overall brand identity is also created to give a look and feel to the brand. On any marketing document for a brand, you should be able to cover up the logo and still know what brand it belongs to, just from the colors, imagery, typography, styling, etc.
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