This project required us to explore and build a brand that will be used in developing a self-promotional website that showcases our third year work. The exercise was holistic that resulted in a personal identity for ourselves with a tone and voice that speaks through colours and patterning, min-or maximalism as well as typography and logo design. The personal brand should depart from a strategy presentation that explores the brands values, unique points, mission, tone and culture and Creative concept.

The three values which inspired this website were sensitivity, complexity and endurance; sensitivity and awareness in discovering insights within complexity. Complexity adds weight and allows for adequate insight as it involves all parties and consists of a network. Endurance points to the constant push to find great ideas and the pursuit of creativity and enlightenment in terms of visual communication. The website conveys the vital property of being distilled and is simplistic in nature.

An additional value incorporated throughout this website is creativity as it is a core function of design. The value of sensitivity refers to awareness and attention to detail, an interest in vast amounts of fields and information that informs others and brings weight to a concept. Insight is defined as “the act or result of understanding the inner nature of things or of seeing intuitively” or “an introspection, the power of acute observation and deduction, discernment, and perception.” Insight is a synonym for sensitivity and results when a nexus of information is distilled; this refining process often requires persistence. The logo consists of a moth, symbolic for the search for enlightenment and the bulb which is symbolic of a discovered concept or insight