BRAND:
Tinyboy Vinyl
https://www.tinybotvinyl.com/
Instagram: @tinybotvinyl
Project Duration:
OCTOBER 2021 // 1 MONTH
PROJECT ROLE:
CREATIVE DIRECTOR
PROJECT DETAILS:
DISCOVERY & RESEARCH
LOGO REDESIGN
BRAND STYLE GUIDE
BUSINESS CARD DESIGN
COLLATERAL DESIGN
Challenge:
Create a cohesive brand design identity that reflects brand values, update and redesign their brand logo to portray a personality relatable to their market audience, construct a brand design system to guide their outsourced design teams, and design marketing collaterals to hand out during expos and meet-ups.
Outcome:
Massive audience engagement, increase in brand awareness on social media, cohesive branding on all collaterals and online platforms, better grasp on brand positioning and target market demands.
impact by numbers:
Expansion to 5 worldwide locations
40k increase in Instagram followers
Social media engagement increase by 300%
Increased event collaborations by 5 additional events each year
strategy & approach:
discovering the tinybot brand
Over a 4 hour discovery session with the TinyBot Chief Creative Officer, we surfaced the challenges the TInyBot team faced upon inheriting their brand assets vs creating them. During the discovery session, they decided to prioritized authenticity of character, brand values, and relatable visual appearance as opposed to merely having assets to fill in. This became the foundation and guide to making sure all future brand assets had a direction and strong source foundation.
defining the brand
After interviewing the Chief Creative Officer on the brand beginnings, we were able to extract what the brand meant to not only the internal team, but also the audience, and define the key traits of the brand. This allowed a concreate list of keywords to trace back to to define the brand’s personality, how it should look, and match the energy of the team.
Understanding the user
TinyBot Vinyl is a automobile vinyl supplier to an audience that takes pride in their personal vehicles. In contrast to their competitors, they have developed a trust with their audience by listening and offering specific colors that were requested. To understand what would be the needs and personality of their audience, we created unique user profiles that reflect the traits the CCO expressed about their audience. This allowed us to understand the what type of personality the logo mark needed to resonate well.
positioning
Understanding what the vinyl wrap process meant to the automobile enthusiast community helped define the positioning in which TinyBot wanted to represent: “Giving the community the tools to explore the enthusiasm.”
Brand refresh:
Same bot, new attitude
The TinyBot logo stood the ages since their beginning, but lacked a character personality to resonate with their audience. We took the enthusiasm we discovered in the audience and manifested it by giving the robot character a facial expression that represented a more urban explorer. We then created the logo to be in a scalable form to work across a variety of applications and sizes. The typeface was also updated to a modernized type that can be used on all collaterals and marketing material and compliment the “bot-like mechanical” characteristics.
branding applicaion:
The tinybot Vinyl brand design system
With a new brand design system, refreshed logo, and deeper understanding on the market audience, we were able to create and help guide the TinyBot team in creating collaterals for all marketing materials and events. The brand stood out of the crowd with the choice of a Maximum Red color and an easily identifiable logo mark.
what was the outcome?
The TinyBot Vinyl brand developed more merchandise for its audience, vinyl decal became a must-have when working with TinyBot, and some loyal customers went as far as getting a tattoo of the logo. The community grew and the connections grew stronger.
