Brand Creation

The background of the design process is best explained with the step by step analysis of all design choices. I decided to show you the creation of branding for Hirou – Slovak company providing safety trainings in workplaces.

On this project I collaborated with Levosphere – Business Marketing Strategy™, where I received their finished strategy and built a branding based on all of its aspects. First step is the analysis of the strategy, followed by creating tailor-made solutions based on strategic observations.

The final visual identity, based on the outputs from the marketing strategy, is rooted in a deep understanding of all necessary insights, such as knowledge of market in the specific segment, analysis of target audience, and creating all of the elements in line with the strategy.

Strategy summary

From the extensive marketing strategy I abstract key points, which are going to be translated in a visual language.

Hirou is a company providing safety trainings, which are obligatory for all the workplaces. The problem is, the topic of safety is perceived only as an obligation. Everyone does it just out of duty. However, the brand Hirou decided to make a change. They want the trainings more appealing and fun.

Strategy also defines the brand vision: Hirou is a well-known and popular organization in the field of safety at work and fire protection. Thanks to Hirou, all the participants of safety trainings know, that it is possible to become the hero of the situation.

Analysis

From the marketing strategy I abstract the inputs for the analytical part – who is the target audience. I always make design choices bearing in mind the audience, which is easier with the visual representation. The target customer defines, what should be the overall feeling from the brand.

Strategy also provides the list of existing brands, which are considered as the competition. I undergo detailed analysis of the competition from the design point of view, taking a look at their chosen visual language.

Creative process

Definition of the main idea. Creative idea transforms the story and message of the brand into a visual representation.

My approach to the creative process is the analysis of the topic through key words. I brainstorm all the associations with the brand, broadening the circle from the most obvious and cliché themes, to more abstract and rather unexpected correlations.

LOGO

Part of the safety training is pointing out the importance of safety signs. Signs indicating the exit is reliably leading us to safety. That's why the shape of rectangular sign became integral part of the visual identity as a symbol of security.

COLOUR PALETTE

The theme of safety is transformed into a unique color scheme in the visual identity. The primary inspiration a view through a thermal camera, which is transforming the natural colors to a specific and recognizable palette. The final color choice is warm and muted, giving a positive twist to the damaging fire.

Thermo cam as a tool is a symbolic parallel for the whole brand, which believes in looking directly at any situation, immediately identifying the problem and resolving it.

Sharp imagery of view through thermo cam is softened into blurred pattern. This pattern is a building element for the whole brand, as it serves as a background for visuals and many adaptations. It is not used as a whole, but you can cut a segment out of it, creating an infinite amount of options.

TYPOGRAPHY

GRAPHIC ELEMENTS

Creation of the graphic elements naturally followed the topic of safety and signs bringing us out of danger. You can observe the ongoing element of frame, which has become an essential element not only for the logo, but also for any work with text across the brand.

Claim in the shape of stamp of approval symbolically confirms the brand's expertise. Stamp as a graphic element is very versatile, as we can rotate it, place it over other elements and therefore creating playful combinations.

Safety trainings are all about protocols, forms and boring questionnaires. The brand is however making the act of following protocols more fun, by directly implementing the shape of a form into visuals. The shape consistency of the framing thus accompanies the entire brand in the text composition as well.

Flashlight is the metaphor for the curious nature of the brand. We are bringing light into dark spaces and identifying problems. The light of a flashlight is guiding us through the web and any visuals, where it is pointing out the chapters and paragraphs.

In a safety protocol you have a list of steps you need to do. This negative experience of a duty is once again transformed in a playful way, using check marks for listing the credentials.

A series of distinguishable iconography is useful for diversification of segments and for overall communication. The iconography follows a simple rule of outline illustration, making it easy for any future need to create new icons.

PHOTO GUIDELINES

The branding introduces a hero shot as a distinguishable way of depicting the subject. The brand sees as a hero any person capable of reacting correctly in a crisis situation, thanks to knowledge from safety training. Brand therefore lets normal people to be in a spotlight.

The idea of spotlight is connected with the flashlight shape as a graphic element. We are therefore inserting photos into the blurred circle, keeping the harmony between photo shapes and graphic elements.

Coming to life

Having all of the elements of visual identity settled, we are now bringing them to life by combining them into visuals across all the various media.

KEY VISUALS

Key visuals are useful communication tool. They carry the brand's message and contain visual identity elements, which makes them clearly identifiable and unique.

The composition of the key visual is based on logic that can be adapted to other visuals and printed materials, such as print advertising, landing page, social media posts or online campaign.

OFFICE KIT

As a part of the branding, a set of practical adaptations is created, showing guidelines for any future use of how to work with elements of visual identity.

Business cards can increase memorability and brand recognition. Their visual design and content can help create a strong impression and evoke positive associations with customers and clients. Business cards are therefore bearing the clear text fields on top of the recognizable background.

Some samples of many adaptations created for the brand. Leaflets, price lists, and all of the material is bearing the information clearly organized.

Notepad is an useful tool for brand recognition during safety trainings. You are not just taking notes, you are writing into a diary of a hero.

Even e-mail signature can bear the message of a brand, thanks to the use of colorful background of the logo.

ONLINE

The main aim of a brand in the field of online communication was to have a LinkedIn profile in line with the branding, Instagram communication with distinguishable style, and to have a clear layout for online ads.

A professional profile on LinkedIn is often the first impression that companies make towards potential clients. However, it doesn't have to be boring!

Necessary part of the branding process was to create a style of communication for social media posts. Branding creates various layouts in order to be different, to educate the audience, and to share brand credentials.

Crucial part of the brand tone of voice is to spread information not just in a serious way, but to create funny posts showing situations of failed safety procedures in a light way.

Universal layout for online ads or any similar use. The procedure is simple – combine freely the elements from visual identity! It is possible to overlay one with another, especially with the stamp.

WEB

Extensive part of branding was the creation of wireframes for the web. The identity is very bright and colorful, making it impossible to forget the brand. When the bright background is blocking the readability, blue color serves as the base for written information.

Summary

The final result is leaving a strong impression, making it impossible to not remember the brand. In the field of safety, full of sterile logos and boring communication, the brand definitely stands out.

I didn't receive just a branding, I received a story. To anyone asking about my brand, I can tell the story of safety signs and heroes.

Eduard Leitner, founder of Hirou