Visual Identity. InclusiveDesign. Small Business.
CHILD OF THE BEADS
This concept idea is for a small business in Charlotte, North Carolina. It is a do-it-yourself beading store where customers can come in and create their own jewelry. The business's premises targeted different demographics in terms of age and gender. A mature but playful brand was then made.
WHO’S THE AUDIENCE
Building Personas
Two personas were created for Child of the Beads who would be the targeted demographic for the audience. Young adults between the ages of 24 and 28 who lived in the Charlotte area were the primary demographic. An outgoing influencer, Silas, was created for this depiction. He is a creative individual who loves to support small businesses but also struggles with the identity aspect of being a content creator online. Another persona, Isa, was also created to target a secondary younger demographic, teenage girls between the ages of 13-17.
Mapping the Journey
Using these personas of the targeted audience allowed for a mapping of how they would be interacting with the brand. It went through awareness, consideration, decision, use, and then finally loyalty. Each persona had different interactions with the brand and their feelings towards it.
THE BRAINSTORM
THIS IS CHILD OF THE BEADS
The look and feel of Child of the Beads is centered around rustic and natural imagery. The colors and design are soft and simple. A paper bag, a “menu”, social media posts, and a website were created to market the company.
MULTIGENERATION DESIGN
A big challenge for this project was designing a look for a brand that appealed to different age groups and genders. Going with a palette inspired by nature, in particular, North Carolina coastal, guided the brand to appear mature but still carefree.