Nugno

Brand development brief

Nugno was engaged to develop a distinct brand to create stand out in a crowded market. This included creating a brand identity, owned imagery and building an online presence that presented the brand in a powerful and relevant way.

Defining the target audience

To build the brand strategy, we first needed to define client’s target audience, objectives and areas of concern. Persona workshops helped identify clear target audiences and this guided development of accurate and appropriate messaging. We built the brand personality to express their particular point of view.

What we’ve done:

Web Design  -  Branding  -  Logo Design

Visual strategy

The visual identity strategy focused on developing a distinctive brand visual combined graphic that representations of the phases of the moon, delivered with a tech edge. This represented the constant change and orbit of the moon and the ever-evolving ideas behind a creative agency.

Building the visual identity

Once these ideas were in place, we created and developed visual concepts, colour palettes, custom typography and brand images to form the new brand identity.

Custom typography

We customised a font based on the Swiss design style used in the logo. This is repeated throughout the brand identity, across print to digital. It offers a powerful, bold look and feel across the brand, along with dynamic image compositions.

Website

The entire site has a responsive design that adaptats to the user journey on all platforms and devices, from mobile and tablet to desktop devices. We chose a mobile specific navigation, a simplified filtering system and replaced carousel clicks with swipe gestures. This mobile-first approach allowed us to streamline the browsing experience and increase usability on mobile phones.

Revitalisation brief

Hummingbird Australia is a millennial women’s fashion brand whose love for fashion, and women who embrace individuality through fashion, drives their entire brand philosophy.

As a brand with a strong grasp of who they are and what they stand for, our challenge was to simplify and clarify brand values and create an identity style — a style that helps express themselves in the right way, to the right people.

What we’ve done:

Art Direction -  Social Media Guidelines - Social Media Strategy  -  Graphic Assets

Insights

With a brand belief that fashion is about looking exquisite, we realised we could align the Hummingbird Australia brand with a specific millennial woman: one that is fashion-forward, has an irreverent personality, and wants to live in their clothes, not just wear them.

By telling brand and product stories centred around the experiences that you have in clothing, and not just focusing on the actual garments themselves, we could establish a position and point-of-view that differentiates and connects with a like-minded culture of individuals.

A digital-first approach to branding

With digital being the primary connection point between the Hummingbird Australia brand and its customers, we used the social media strategy experience as our foundation to define the brand identity framework.

Through exploration and iteration, we were able to establish a system rooted in raw aesthetics, real personality, and authentic opinions. As a brand with something to say, we designed the way it was said by making it simple, but significant bold typography, strong images, and minimal elegance.

As we designed the system, we established brand guidelines and standards that communicate how to best represent the brand across channels.

The new guidelines help express their positioning, personality, and beliefs. Along with this, it provides direction for video, photography, and marketing assets.

Solution

We worked alongside the team at Hummingbird Australia to establish a strategy aligned with the brand’s ambition and their audience’s desires. From identity and messaging to digital strategy, we brought their personality forward to establish an experience that expresses their brand point-of-view: “A story of colour, imagination, curiosity, and art.”

In doing so, we created a brand ecosystem where customers can connect with content that they’re interested in and shop for things they value, products that support their lifestyle, and fashion that adds substance to their lives.

Revitalisation brief

Outsider Magazine is a global quarterly Adventure & Travel Hub’s magazine based in Ireland, merging style with thoughtful, intelligent content. The aim was to revitalise the magazine’s appearance and present the reader with an innovative and engaging design ideas, whilst retaining its aesthetic identity.

Research phase

We started with quantitative and qualitative research to get under the skin of the brand, the magazine and target audience. We wanted to establish who made up the brand’s fans and set targets for growing the magazine in the coming years. From desk research and one-to-one interviews, we developed a deep understanding of the product.

What we’ve done:

Editorial Design  -  Art Direction

Creating an unforgettable magazine

With this research, we set out to create a magazine that could compete effectively for the hearts and minds of readers and adventurers across multiple markets. Beyond the magazine, it was important that we set up templates and direction to communicate the company’s values in the magazine.

Building on an established identity

Outsider’s visual approach is well-established. Retaining the magazine’s recognisable structure and grid, we commissioned a suite of strong, impactful and playful photography. We used loose, hand-inked section titles and more organic elements to create a contrast between the photography and formal type grid.

The result

A magazine that demands to be read. Our goal was to support a photo-driven editorial style while breathing new life into the magazine format. The result is a magazine that demands to be read – the clean, engaging layouts make a great case for the paper-and-ink edition. Its vibrant and lasting visual impact really draws readers in deeper as they explore the magazine. Following on from the this project, we have continued to work with Outsider to help them develop and execute a long-term design approach for the brand.

The Results

• 25% Increase in subscribers to the print issue

• 15% Spike in web traffic driven by the redesign

About Oolong

Oolong is proud to announce its new line of luxury soaps, the “Turkish Rose Collection”. Made with raw ingredients and essential oils to nourish the skin, these handcrafted products are dedicated to promoting the local economy and responsible consumption.

Design Development

The new brand identity underlines the glamour and intrigue of Oolong. The mix of straight lines and curves brought a sense of calm to the brand. We brought this sense of clarity to all the brand communications – including tone of voice and photography. Using nature-inspired colors, we worked to communicate the true essence of the natural ingredients. The colors of the packaging are derived from the content of the soap’s ingredients (yellow and pink rose petals).

What we’ve done:

Creative Direction - Brand Identity Design - New packaging design - Packaging development

Find out more information about the project at https://bynugno.com/