Rapid Brand Identity Design Process for SXSW Presenters: Pocket Tales

When creating a brand identity, it's not unusual for our internal process to take several weeks to a few months. It's not too often that we have to expedite that process, but every now and then, an opportunity arises...



Last week we received a phone call from a potential client who was in need of a logo. Initially we assumed the project would follow our typical design process: we discuss general requirements, business objectives, schedule an initial discovery meeting, etc. But by the end of this phone call, we realized this client was in a bit of a hurry. They needed a final logo by 5PM Central time on the following day!

Our new client, Pocket Tales, is only one of eight companies selected to present in the Entertainment Technologies category at the Microsoft BizSpark Accelerator, part of the 2010 SXSW Interactive Festival in Austin, Texas. We felt confident in their potential for success--especially when we learned that their project was selected by SXSW solely on the presentation of their concept.

We found out that SXSW needed a logo from Pocket Tales right away to begin printing promotional materials for the event.

We had only 24 hours to concept, sketch and finalize their brand identity design.

As our client described the concept, "Pocket Tales is an online social reading game for kids 7-12 years old. The objective is to earn points and rewards by reading books and completing activities like taking quizzes, playing games, rating books, and recommending books to friends."

Within the hour, we met with the client and discussed their concept, audience, and visual inspirations. Following the kickoff meeting, our entire design team was debriefed on the project and issued a challenge to have concepts and sketches to bring to the table the following morning.

The rest is history. Here's a visual snapshot of the process:

















The final Pocket Tales identity is infinitely customizable. The design allows the client to "swap out" what goes in the pocket--a globe, the wheel of a ship, a knight's helmet, etc.

Good luck to Pocket Tales this year at SXSW!

Project Timeline:

Tuesday:
3PM - Discovery meeting
4PM - Internal creative Meeting
6PM - Begin sketches

Wednesday:
10AM - Review concepts / sketches
11AM - Finalize top 4 concepts
Noon - Submit 4 concepts to client
1PM - Final direction approved by client
4PM - Rough vector art submitted to client
5PM - Final Pocket Tales logo design delivered

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Give the gift of Viral:A New Twist on the Holiday Card

The Holiday Greeting card that encourages you to pass it on...



Every year, even creative types like us enjoy a love-hate relationship with Holiday greeting card design. Although we've designed a few award-winners in the past, that only serves to push us to a higher standard for what to do for an encore. This year we wanted to create a greeting card that the recipient was encouraged to immediately re-gift.

So this year instead of designing just one card, we had everyone from our office design their own card. We committed to a color palette, size, paper, and production restrictions (just like a client project) and had everyone work on their own concepts. We then packaged the final set of seven designs up with instructions to "share the love this Holiday." We even created a custom rubber stamping system to embellish the corrugated mailing envelope.


Here's a sample press sheet. All seven designs were printed using the same set of five inks, on one sheet of paper.


Here's what the set looked like together.


We created our own custom stamp to embellish the corrugated envelopes.




And here's another view of the complete set.

And finally, we created a website under our infamous microsite, HolidayCow.com - wherein visitors can gain further insights behind each unique design. We also have a few other pics up on our Miles Design Facebook page.

If you've not received a set, we still have a few left. Just send us your mailing info. In the spirit of "viral season", pass this along to everyone you come into contact with. Happy Holidays!

We welcome your feedback...

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Designing a Unique Holiday Gift

For those of you who have enjoyed our past holiday cards and fun little excursions like HolidayCow.com, we're excited to let you in on a little secret. This year, we're taking a different spin on holiday gifts. We're giving your gift to someone else.

With the roller coaster news from Wall Street this season, we thought this would be a great year to share with those less fortunate. We're still working out the details, but we've decided to use the money we would have spent on you this Christmas to adopt a family in need. And don't worry. We're so excited about what's ahead in this process, we're planning to document our excursion and share in the fun here on our blog.

So stay tuned. There are more good things ahead. And in spite of what the media might have many of us thinking, we're blessed to say, "business is good." And we're lucky to have friends and clients like you. If you have any ideas for our adopt-a-family project, we'd love to hear them.

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Who thinks up that stuff?

Did you by chance see the opening ceremonies of the Olympics? Did you sit there in amazement and awe as the pageantry of events unfolded. The music, the costumes, the choreography. How it all blended together seamlessly bringing traditions of old into the world of new. Spectacular.

As I was sitting there with friends watching this, I overheard one of them say, "Who thinks of this kinda of stuff anyway? It's just mind-boggling."

Who thinks of stuff like this? We do. Isn't it amazing to see what happens when designers are allowed to see their vision through? How they understand the importance of conveying a message to the masses with style and grace. We might be weird at times, but trust us. We know how to push the boundaries and make things well, emotional and best of all memorable.

What was your favorite part of the opening ceremonies? Do share.

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