Stylescape
To begin the project, I met with the owner of Experior, Bryan Valle, and a few members of his team for a discovery session. We went through a series of questions to get to the root of what the brand should feel like. From there, we worked to narrow down around 6 keywords that described the brand.
With that knowledge, I dove into the research phase. I explored similar competitor channels and looked for design inspiration that invoked the keywords we selected. I presented two different direction for the project that each had a stylescape centered around 3 keywords for each one.
After I created these stylescapes I presented them to the client. They picked one direction which we then used to guide and reference back to for the rest of the design process.
With that knowledge, I dove into the research phase. I explored similar competitor channels and looked for design inspiration that invoked the keywords we selected. I presented two different direction for the project that each had a stylescape centered around 3 keywords for each one.
After I created these stylescapes I presented them to the client. They picked one direction which we then used to guide and reference back to for the rest of the design process.
Sketching
Now that the stylescape was complete and we had a general direction, I jumped into the sketching phase. Here I put every single idea I had for the logo onto paper. The client wanted me to explore coming up with logomark using the letter "E" or with "EXP".
The final product
After some back and forth with the client, we had it narrowed down to two options. With some more refinement we decided on our final logo design. We went with a main script logotype, which could be accompanied by a logomark and tagline in different formats. The script has a forward motion to it which leans into the idea of "getting out there and experiencing something new".
