ALT
OVERVIEW
Specifying a product category, conducting market research and creating visual design language for this category.
SOFTWARE
Sketchbook, Photoshop
Solidworks, InDesign
DATE
Sept, 2015 - Dec, 2015
Product category
Cellphone case
Backpack
Power bank, and etc.
User segment
People aged 20 to 40 who pursue new life styles, try new things and enjoy the fusion of technology and utility.
Age 20
$$$$
1
2
$
Age 40
Position 1
Target price: $$
User age: 20-25
There are a few brands that has relatively cheap price for the this age group based on their financial situation.
Position 2
Target price: $
User age: 35-40
The majority of brands for this age group cost more than average price, causing a vacancy in the market.
A - Adaptive
L - Lifetime
T - Technology
Brand name
ALT
BRAND VALUE & MARKET POSITION
USER & ENVIRONMENT PERSONAS
Bag & Pouch
Power & Cable
Case & Sleeve
College student
Photography/ Hiking
Inspector
Working/ Exercising
Natural environment, urban, school, and etc.
College student
Chatting/ Shopping
Entrepreneur
Traveling/ Reading
Transportation, travel, and places without electricity.
Graduate student
Skateboarding
Auditor
Climbing/ Working
Indoors, street, and etc.
ATTRIBUTE QUADRANTS
User and environmental personas have been created and evaluated to identify the essential elements of the ALT brand. There are four form grids chosen to best represent the ALT products' attributes.
Technology
Adaptive
Simplicity
Durable
Bag
& Pouch
Power
& Cable
Case
& Sleeve
BRANDING
LOGO
Logo variations
Digital
Prints and products
Color variations
Digital
Prints and products
Minimum size
0.35 inches/ 30 pixels
(Print minimum)
0.5 inches/ 35 pixels
(Digital minimum)
Configurations and clear space
“Clear space” is the protected area around the logo that maximizes its impact, which must be kept free of all other graphics and text, including other logos. It is also the minimum distance the logo can be from the edges of an electronic document, printed piece or product.
COLOR
Primary palette
PMS 7577
CMYK: 7 62 89 0
RGB: 229 125 56
HEX: #E57D38
PMS 8001 C
CMYK: 51 43 43 7
RGB: 130 130 130
HEX: #828282
Black
CMYK: 0 0 0 100
RGB: 0 0 0
HEX: #000000
White
CMYK: 0 0 0 0
RGB: 255 255 255
HEX: #FFFFFF
Secondary palette
PMS 7527 C
CMYK: 5 5 15 8
RGB: 222 217 201
HEX: #DDD8C8
PMS 2186 U
CMYK: 91 60 24 5
RGB: 30 98 142
HEX: #1E628E
PMS 424 C
CMYK: 56 47 47 15
RGB: 113 114 114
HEX: #717171
FONT
Proxima Nova - Light / Regular / Semibold / Bold
abcdefghijklmn
opqrstuvwxyz
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
1234567890
~!@#$%^&*(){}|:”<>?
VISUAL DESIGN LANGUAGE
DEVELOPMENT
CELLPHONE CASE
POWER BANK
BACKPACK
APPLICATION GUIDELINES
Logo placement
On fabric
Hot pressing
Debossing
On plastic
Laser engraving
Debossed injection molding
On metal
Laser etching
Metal stamping
Pattern application
Logo
Simplified shape
PRODUCT SPECIFICATIONS
Cellphone case
ABS plastic
Anodized
MS-SF
Injection molding
ABS plastic
Glossy
MS-G06
Injection molding
Silicon rubber
Matte
Injection molding
Power bank
ABS plastic
Matte
MT-11000
Injection molding
Aluminium
Brushed
AL-CG-60H
Extrusion
ABS plastic
Anodized
MS-SF
Injection molding
ABS plastic
Glossy
MS-G10
Laser engraving
Backpack
Polymeric fiber
Seamless Nylon
Mesh Nylon
Canvas
Memory foam
Net Nylon
Reflective material
FINAL PRODUCTS
© 2018 Will Wang Design