Sonorescent Studios Mobile Business
Branding
School Project
Concepting
A full branding research study for a conceptual mobile business within the rental industry. I devised a branding deck with research on naming, clientele, competitors, and a business model. Using research on archetypes and a theme that would best attract the appropriate clients, I created a branding style that consisted of a logo, print materials, and a vehicle wrap.
PURPOSE
This mobile business offers equipment rentals for events like photo shoots, gigs, weddings, and parties. Clients can choose from a wide array of audio and lighting gear, which our employees will deliver from the warehouse. For the less tech-savvy, we provide preselected setup packages and handle the setup for you.
MISSION STATEMENT
Sonorescent Studios aims to create lasting memories by providing reliable, durable lighting and audio equipment for any event. We help clients plan and set up their perfect occasion, offering tailored solutions to meet all needs.
Proposed Audience
Based on the business concept, the prospective audience would be adventurous, outdoorsy, thrill-seekers, and those seeking a novel or more elevated experience than a typical bar or restaurant could provide. As such, I had devised two profiles of potential clients to base branding off of.
CLIENT PROFILE #1Lucinda Anderson - Bride-To-Be
Lucinda is recently engaged to her fiancé Brian and is excited but also nervous about the upcoming wedding. She wants it to be something out of a fairy tale and her parents are helping pitch in for the wedding fees. She loves art and has even made a career out of it painting commissions for various clients in her local area. She loves nature, going out to clubs with her best friend, and the occasional adventure.
Personal Desires: Lucinda wants to go beyond what a wedding venue can typically offer in terms of lighting and audio. She wants it to be exactly what she’s always dreamed of. Down to seating arrangements, light placement, the food, and music. She believes renting out equipment is the best way to customize the event to her specifications.
CLIENT PROFILE #2Drew Hays - Aspiring Musician
Drew has always wanted to find his own identity in the music industry. He doesn’t want to rely heavily on others for creating his success. Drew is a detail oriented individual and wants his shows to be to his own liking. He doesn’t buy expensive things too often, as most of his money is poured into his passion for music.
Personal Desires: Drew wishes to become a well known musician in his community and wants to have a unique flare to his shows. He wants to rent out specific lighting and audio equipment he is used to performing with, and sometimes the venues he plays for don’t always have what he wants.
NAMING PROCESS
The naming process of a business I would say is the most crucial stage in the branding design. The name is what people will first see or hear when they first learn of the business aside from the logo. It must encapsulate the purpose of the business within just a few words.
I started with the four basic terms that related closest to the business and then expanded upon those in the chains below. At the bottom is the five naming concepts that I had created. In the end I decided upon Sonorescent Studios because the word implies both light and sound in one, and studios is a word often associated with professional productions.
ESTABLISHING A BRAND
naming, logo exploration, font choice
LOGO EXPLORATION
I created 36 different logo concepts that related in some shape or form to the ideas listed within the naming process. I took various routes in the logo exploration including monograms, word-marks, and abstractions of the concept to experiment and create unique designs for the theme of the business. I really wanted to make use of the S shape because of the alliteration in the name and how the letter closely resembles a cord. The top 4 logos were my favorite and were pushed forward to the next phase.
Below is the final logo process as I slowly refined the design to make more sense in the context of the business and what its services were. I featured a light plug and audio jack to emphasize the rental company specialized in both light and sound.
COLOR PALETTE
A complimentary navy blue and bright yellow was chosen to bring out the essence of light and audio combined into one setting. It's mature yet striking, with white stepping in to ensure readability against the navy backdrop.
SUPPLEMENTAL FONTS
For fonts, you've chosen Articulat CF Thin to maintain that mature and serious tone, while Poster Cut adds a touch of friendliness and approachability. It's the perfect blend of professionalism and warmth!
CORE VALUES
Reliable - our equipment is inspected and maintained before every event to ensure your event will run as smoothly as possible.
Durable - We have equipment available for all environments including outdoor events. In the event a piece of equipment is broken during an event, our pricing includes an insured option.
Efficient - Whether you want to set the lighting/audio up yourself or have our team help you, we have those options!
Adaptable - a wide array of equipment pertaining to different types of events is available at your choosing.
GALLERY
just the designs. nothing else.
Let’s work together.
If you're interested in working together, please fill out this super quick form and tell me about your project scope/deliverables, timeline, and budget! The more detailed the better.
I specialize in branding, motion graphics, and typography design, but feel free to name your request and I can discuss with you about possible solutions/designs.
Thank you!
Tyler