Role
Creator & Designer
Timeline
Aug - Dec 2021
Location
Berkeley, CA
About Amuze
Amuze is my brand concept for a hobby-subscription service that I created in a student-led Brand Identity and Design Course at Berkeley, which I'm now a Teaching Assistant for! The brand focuses on artistic exploration and overcoming imposter syndrome, which can sometimes prevent us from uncovering our creative potential.
Work
Graphic Design, Brand Ideation & Design, Brand Marketing, Packaging & Logo Design, Copywriting, Color Theory, Mockup Creation, Digital Assets, Brand Concept
The Idea
The Mission
Amuze is designed to be a brand that sends subscribers a monthly box of the tools, crafts, and supplies necessary to try a new creative hobby – such as calligraphy, cooking, painting, pottery, woodworking, and more.
I wanted to embrace the idea that it's never too late to start something new! Often the fear of imposter syndrome, creative paralysis, or not being good enough hinders us from our creative potential and exploration, so I wanted this brand to be a means of overcoming that, or even just to engage in stress-relieving crafts.
Stylescapes & Logo Sketches
Our team conducted competitor analysis on 6 companies to better understand specific use cases, marketing strategies, and social media marketing content to bolster Figma's online presence and audience engagement. We researched their strengths, similarities and differences, and unique approaches to content creation.
Digital Logo Ideation
Our team conducted competitor analysis on 6 companies to better understand specific use cases, marketing strategies, and social media marketing content to bolster Figma's online presence and audience engagement. We researched their strengths, similarities and differences, and unique approaches to content creation.
Color Palette Ideation
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Final Color Palette
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Business Card Mock-ups
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Asset Ideation & Iteration
Final Assets
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Brand Rationale
Reflection & Takeaways
I designed the brand to include warm and vibrant tones, emanating a playful, welcoming, and energetic feel. My design elements consist of roughly drawn shapes with sharp edges to produce a crafty, choppy style, representing the idea that everyone's creations don't need to be perfect!
This was such an enjoyable and personal course that I absolutely loved! It allowed me to create time to develop a personal project, and just see how one of my ideas can transform into an entire brand concept with realistic mockups, brand identity, and marketing materials.
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