Designing a brand identity for a real client

Rachel Hurry, co-founder of Studio Ardour in South Africa, takes us through the entire branding process on one of her recent projects-a womenswear golfing brand.
Chapters:
0:00 Overview
1:07 About the client
4:43 Strategy
09:59 Creative Direction
19:12 Design
42:32 Presentation
Learn the full brand design process with our BRAND DESIGN MASTERY program: bit.ly/3SvPKBi
📱 Find us on SOCIAL MEDIA
Rachel’s Instagram 👉 / rachelhurry
Flux Academy's Instagram 👉 / flux.academy
Flux Academy's Twitter 👉 / fluxacademyhq
#brandidentity #brandstrategy #branding #graphicdesign

[@emmanuelebong7659]

This is one of the best branding videos I've ever watched. You make these concepts into a much simplified format. Thank you. Much love from Nigeria 🇳🇬

[@FluxAcademy]

Wow, thank you!

[@apoorvamhalsekar409]

We missed you Rachel! Hope you're well. I love learning all about Branding from these kinda videos you make.

[@rachelhurry3449]

Thanks for watching! 🫶

[@avrahamniv]

I really enjoyed seeing your professional work, and no less important was the full understanding of the client, the listening and comprehension that goes beyond... Very impressive.

[@rachelhurry3449]

Thanks! There’s so much more to the process 😁💪

[@kristophervenegas5748]

This was so good! Rachel's case studies are some of my favorite videos on the channel.

[@rachelhurry]

Thanks for the love! 🫶

[@leozav9718]

Wonderful video. Brilliant logo. At about 20 mins in I liked the lower case better, and was so happy to see that was kept in the end. The mockups with the models through the logo looks so chic Jaw dropped. 😊

[@amrobbie]

I'm so pleased to hear you go through the same process and struggle before you find the right solution. Often I go through the process of questioning myself, can't find the right font, it can be painful. But have learnt it's about pushing through.

[@rachelhurry3449]

Even after YEARS of doing this I still get stuck very often. For me it’s a sign that I’m really wrestling with the concepts and making sure what I present is the best option I can come up with 🫶

[@yashasvi1495]

I missed you, Rachel glad to see you back. The way you explain everything in simple terms makes me a better designer. And it really makes me understand why you did what you did. Learned a lot from you, Thank you for educating me 😄 Much love 💜

[@rachelhurry3449]

Thank you! So glad it’s helpful for you 🫶 appreciate the watch always!

[@ImIkosaeder]

Wow! I thought Identity Case Studies were gone! Glad you've returned!

[@rachelhurry3449]

Glad you liked it! 🤗

[@WhiskeyThieves]

Rachel’s back and all is well with the world again

[@rachelhurry3449]

Aww 😂 thanks for being here! 🙌

[@emilysymington6382]

Thanks for this generous, and witty deep dive into your process. The final design is outstanding! ✨

[@FluxAcademy]

Glad you like it!

[@rachelhurry3449]

Thanks for watching Emily!🎉😊

[@Zuhkeydesigns]

@38:40 I JUST experienced a similar thing with my recent project. After spending days trying to create logo concepts for my client, I thought you finally found the one 😂😂 only to wake up one day and HATE IT SO MUCH. I remember having a mental breakdown, feeling so demotivated and like I failed. Then a day or two before the presentation, I sketched the logo again but this time took a complete different direction and wow, loved it, my clients absolutely loved it too!

[@Zuhkeydesigns]

I'm so glad we as designers go with our gut feeling lol

[@victorokolo7711]

I love all your video about Branding & Logo design... Thank you for your kind of videos Ma, I always learn alot from you!

[@thefacesoftaitan]

I love these videos that you make so much and I have learnt a lot from them

[@wilandilaubscher9030]

This was such an insightful and amazing video, thanks for the inspiration and making me feel like a normal person!!🌸. Also, you did an amazing job on the logo, emblem etc. Such a real inspo to me🥰

[@mondemarafane5486]

Stunning work Rachel, thanks for sharing!!! ✌

[@garimabisoi2890]

This was so incredibly helpful. I feel so inspired and want to jump into the next project immediately. The attention to detail here and the presentation is simple mind blowingly impressive. Thank you for sharing this!

[@FluxAcademy]

Yes! Go for it 👊

[@steffsamtoy3310]

as always, realy helpful . thank you Rachel !

[@Ah_Rocky]

Your explanation is excellent, as always❤

[@evadesignagency]

so glad I'm not the only one who gets "mental breakdowns" even after a full set of logos are done! loved this case study

[@rachelhurry3449]

Definitely not alone 😂

[@roffni]

I instantly clicked on the like button, before even watching 😅 Your videos are always the best! ❤

[@rachelhurry3449]

No YOU’RE the best 🫶 thanks for the watch! 🎉

[@olenasoloviova5823]

Happy to see you back! Love your videos so much - following your design process and the way you think during the brand creation is so interesting and inspiring. It helps me a lot, to know that I am on the right track.

[@rachelhurry3449]

Happy to hear it helps! Thank you for taking the time to watch 🫶

[@aisourav]

Absolutely amazing experience. And I took a tour to their website and IG. It's great to see when the brand comes to life. ♥

[@rachelhurry3449]

Thanks for watching 😊

[@geishagrrrl1]

So wonderful to see the master at work! Love supporting you, your channel and all of your KZbin and design contributions. Thank you for supporting all of us with your impeccable content. Would you consider doing an in depth case study on your expert creative process regarding the mock-up portion buildout? 💖✨🙏🏾

[@delioJorge7]

amazing!!!!

[@occipiccoart]

Thank you for sharing this video Rachel! It helped me to continue doing sketches for a coffee brand identity. 😊

[@mrbone9192]

Welcome back Rachel 🎉 We really missed those case studies 😄 This was very helpful and informative as always ❤

[@rachelhurry]

Thanks for watching!

[@danimordecai7611]

Beautiful branding😊

[@DanieldePedrosa]

Amazing work, thanks for sharing. I really felt the uncertainty at the deadline, it was so stressful and at the same time, I felt your relief, to do what you had to do, despite the little time for the presentation. Well done, I passed something similar but after the presentation, I had to make another to prove that it would be better.

[@rachelhurry3449]

Sometimes it’s worth trusting your gut and going for the redo! 🙌

[@v1d300]

Rachel, your design process is so captivating and you do an excellent job vocalizing your ideas and thought process.

[@FluxAcademy]

Glad you enjoy it!

[@ankeneharigreen8539]

Greattt!

[@patrycjazadrozna3256]

Great video, thank you Rachel. Would you be able to make a vide how to do strategy session with the client before designing, how you discuss and what kind of exercise you do with the client? Thank you

[@FluxAcademy]

Thanks for the suggestion ✌️

[@weezyf775]

i like it! i wonder if the straight lines connecting the two halves could be softer/rounder. maybe overlapping in the middle a bit

[@rachelhurry3449]

Nice idea!

[@anilgongle2292]

One of the best video ❤😊

[@rachelhurry3449]

Thank you! 🖤

[@aravinth4745]

Did you also prepare brand guidelines and present it to them? Always wanted to know how to prepare one.

[@rawlexgraphics]

Since there were so many things to get printed (different kinds of printing too, for stickers, labels, fabrics...), how did you manage to be sure about the colors? I didn't see you picking pantones, so were you 100% sure that those CMYK would look good? Some colors look so different in CMYK, so do you deal with this issue? Also, do you use Adobe RGB or sRGB on illustrator/photoshop?

[@rachelhurry3449]

We did do pantones later on 😊 and I always recommend to my clients that they try and budget for printing samples if at all possible to test colour. So after printing a few samples we selected the right tones and moved ahead with official printing 😊

[@SamuelLopez]

Amazing work, Rachel! How do you do the effect of the image and the monogram at 47:35? Thank you for sharing!

[@rachelhurry3449]

I popped the logo vector over the image then erased the bits I wanted using the eraser tool in Illustrator and then just zoomed in to clean up the lines 😊 If I was doing it properly though I’d use photoshop for a more clean look, but for the mockups this worked great 😊

[@firewalkwithme90]

how long did the process take?

[@rachelhurry3449]

6 weeks 😊

[@martintheair1481]

What’s this website called?🤗😦

[@ultrapromax420]

Hey, How much should I charge for a brand design? ✋✋

[@princesalman5231]

The Emblem EA was also looking like a G

[@rachelhurry3449]

Exactly! 😅