In 2017 I’ve worked on 5 large-scale branding projects for events. Of course the most strenuous of the 5 was my own wedding invitation package. Each of the events were completely unique in both formality and intention. Some were fundraisers and others were to bring loved ones together. All of them had purpose, meaning, and were imbued with a specific set of values. At the core there were always a few hidden gems of inspiration that we could pull from to create the perfect illustrative elements for the special occasion. Since this process doesn’t happen in an hour, a day, or even a week I’m going to share with you my process over a series of posts. Today we’re going to think about the hidden gems in your business. Specifically what inspires you—this is where the magic happens.
1. Start by gathering descriptive words
When it came to my own wedding day I wanted to utilize what I had available to me. I envisioned the day organically coming together based on my resources. The main inspiration was my backyard. Words like rustic, earthy, repurposed, creative, vintage, conscious, friendly, warm, fun, relaxed, welcomed, loved, and collaborative all resonated with me. Since the invitation was the first impression of the event I wanted to make sure it reflected those thoughts and feelings.
2. Next gather your visual preferences
Once I was able to identify the descriptive words I was able to start working on the visuals in my mind. Since the inspiration for my wedding came from my environment I was able to collect reference images—like the willow tree below—very easily. My guess is you are surrounding yourself with objects and places that visually inspire you. Over the next week begin observing what inspires you and your business. Start taking notice to objects, people, places, or anything in your world that resonates and record it by snapping a photo or taking some notes.
3. Let it simmer
Sounds easy, right? At this stage let the core inspiration simmer while you start thinking through all of the materials on your marketing wish list. These could be printed pieces such as brochures, catalogs, business cards, etc. or digital pieces like email campaigns, website content, or your social media presence. How could your materials reflect these descriptive words and images that resonate with your business?
It’s easy to rush through this process, but let’s not put the cart before the horse. When you spend adequate time thinking through the details you begin branding with purpose. When you are branding with purpose you’re investing wisely in materials that will continue to work for you long after completion. If you’re feeling stuck or you’d like to review your inspiration set up a call by emailing me here.