Brand Identity and Strategy
We did a brand inventory to not only get a sense of which direction would be most authentically Italian Genetics, but would also stand out and differentiate them from their competitors. We decided that the new brand needed to communicate the company's culture, global reach, affability, and tech-forward approach and focused on informative, bold and at the same time sustainable design.
In keeping with the brand name ˜Italian Genetics' and the company culture, we updated the logo to be humble, professionally crafted, and unique. We also re-designed the logo to be dynamic, so that it could work either in a solid colour, as an outline, as a pattern, or as a 3D component. This would allow for a more modern and interesting brand identity and would serve as a powerful symbol for each marketing channel.
For the primary typeface, we selected the clean, modern, 'Sansation' typeface to be used for headers, and for the secondary typeface we selected the more traditional sans-serif "Open-Sans". Open-sans was going to be used for all body text, interactive components, links, and navigational items. We selected these two typefaces to create a dynamic contrast when combined and highlight the modern simplicity of 'Italian Genetics'. We did thought-through research of the market to present Italian Genetic's branding and unique selling proposition in different carriers including their social media accounts, packaging design, marketing collateral and stationery.
Packaging Design and Custom Marketing Collateral
We give extra attention to every element available - materials, shape, colours, graphics, messaging, to reinforce a brand's identity. We understand that structure is as critical as graphic design, as it provides functionality that protects and delights when properly executed. When structure and design are artfully balanced, magic happens for the brand in-store and online. With custom and informative marketing collateral we were able to build new B2B partnerships for Italian Genetics and engage new distributors.
With our focus on sustainable design, we experimented with different materials to make sure the packaging of 'Italian Genetics' is not only beautifully crafted but also eco-friendly.
E-commerce Website Design and Management
We created a modern, simple and informative Art Direction for the website, with saturated colours and interactive elements ( aligned with brand identity ). We simultaneously worked on the structure of the website, did an in-depth analysis of the current information architecture, and created custom graphic designs, icons and illustrations.
We made sure customers visiting italiangenetics.com have a seamless engaging experience from initially viewing the site through to their transaction by:
- Making the website UX friendly
- Making the website SEO friendly
- Creating new branding messages, offers, and promotions
Production and Creative Direction
Creative Development - We conceptualised creative ideas for campaign development.
Storyboarding - Familiar with every type of storyboard, we created detailed shotlist plans for further production.
Location Scouting and Management - We found the perfect locations and managed any site delays and unforeseen issues.
The direction of the photoshoot - We directed the production team and came up with new ideas along the way.
Post-production - We made sure all the deliverables are flawless and perfectly represent Italian Genetics.
Product Design
We worked on new product development based on market research.
Marketing
To increase brand awareness and reach potential customers, we have created social media accounts for Italian Genetics on Instagram and Facebook. We conducted user research, competitive audits, market analysis and created a content strategy for Italian Genetics social media channels. To level up the engagement rate, we implemented direct B2C promotions and launched 360º ad campaigns.
