Brand Identity & Marketing Project

Project Overview

When I had to create a complete brand identity for an academic venture concept, I discovered just how much work goes into making professional marketing materials from scratch. This project taught me everything from vector design to AI-enhanced graphics. I ended up with a complete visual identity system that could work across multiple platforms.

The challenge was not just making something that looked good. It had to appeal to a very specific demographic while still showing that this was a modern, tech solution. Balancing those two requirements taught me a lot about thoughtful design decisions.

Design Strategy

Brand Requirements

Developed brand identity addressing specific market needs and demographic preferences:

• Tech-Recreation Balance: Show technical sophistication while staying accessible to traditional users
• Regional Focus: Design elements reflecting local outdoor culture and environment
• Terminal Aesthetic: Incorporate coding/technical elements to highlight tech functionality
• Demographic Sensitivity: Avoid overly technical marketing for mature primary user base

Logo Development Process

Iterative design approach using open-source tools and AI enhancement:

1. Concept Exploration: Initial sketches focusing on different design elements
2. Vector Creation: Hand-crafted logo using Inkscape with bezier curves and shape tools
3. Technical Integration: Added terminal-style code lines to emphasize tech aspects
4. AI Enhancement: Used Ideogram AI for professional refinement and color enhancement

Creative Implementation

Step 1: Original Vector Logo Design

This was my first serious attempt at vector design using Inkscape. I spent about 3-5 days on this, including a bunch of back and forth between different concepts before settling on the final design.

What I learned:

• Bezier curves are tricky: Getting smooth paths took way more practice than expected
• Shape tools workflow: Learned to build complex designs from simple geometric shapes
• Terminal aesthetic: Those code line effects took forever to get right using rectangles and brushes
• Color limitations: Stuck with two-tone because I had not figured out complex color layers yet

Step 2: AI Enhancement for Professional Polish

Once I had the basic design, I used Ideogram AI to add professional polish. The prompt was: “Add more flair to this logo, centered around social media presence, emphasizing the terminal code lines to showcase the technical aspect.”

The transformation:

• Smoother edges: AI cleaned up my amateur bezier work
• Better color scheme: Multiple colors that actually work together
• Enhanced terminal effects: The code lines look way more professional
• Social media ready: Resolution and detail suitable for any platform

Step 3: Marketing Campaign Design

For the social media campaign, I used Canva to create a 1028x1028 format following a problem-solution framework. The scenic images were AI-generated, while the layout focused on the core pain point of recreational planning taking too much time.

Design choices:

• Clean, minimalist design that works for older demographics
• Problem-focused messaging about time spent on research
• Visual hierarchy optimized for social media consumption

Step 4: QR Code Integration

The final piece was creating a QR code design for potential physical marketing. I even created a 3D-printable version using SCAD for trade shows or events.

Practical applications:

• Bridge between digital and physical marketing
• 3D printing ready for maker events
• Flexible for business cards, flyers, or booth displays

Challenges & Solutions

Challenge 1: Technical vs. Accessible Design Balance

Problem: Creating logo that shows technical capabilities while staying approachable for traditional demographic (40-60 years old)

Solution: Developed design with subtle terminal code elements. Used familiar imagery as primary visual with tech elements as enhancement rather than domination.

Challenge 2: Inkscape Learning Curve and Design Limitations

Problem: Limited experience with vector design tools resulted in two-tone design constraints and difficulty achieving professional finish

Solution: Used AI tools (Ideogram) to enhance hand-crafted design, maintaining creative control while achieving professional quality. This hybrid approach preserved design intent while overcoming technical limitations.

Results & Impact

Marketing Performance

• Instagram Campaign: 1028x1028 format design optimized for social media engagement
• Problem-Solution Framework: Marketing focused on core pain point of fishing research time investment
• Visual Consistency: Cohesive brand identity across all marketing touchpoints

Brand Impact

• Professional Identity: Achieved broadcast-quality logo suitable for venture presentation and investor materials
• Scalable Design: Created vector-based assets enabling scaling from social media to potential trade show displays
• 3D Marketing Ready: Developed 3D-printable QR code design for physical marketing and trade events

Lessons Learned

1. Open Source Viability: Inkscape provides professional-grade vector design capabilities comparable to Adobe Illustrator for brand development
2. AI as Enhancement Tool: AI tools like Ideogram excel at refining existing designs rather than creating from scratch
3. Demographic Research: Understanding target audience preferences (minimalist, straightforward) crucial for effective design decisions
4. Iterative Design Process: Multiple concept pivots ultimately led to stronger final design through exploration