HOMexp

Home is Where the Art Is

Brand Strategy & Identity + Print & Digital Marketing

MISSION

To develop brand positioning and visual identity for a new event in the Atlanta Metro Area that provides space for women to share experiences, network, grow, and heal. Goals in raising awareness, attendance, funds, and sponsorship are best served by developing an identity that introduces the Heal on the Mic experience (HOMexp) as a safe space to comfortably be open and interactive.

OUTCOME

A brand identity, marketing collateral, and brand video designed to attract HOMexp’s target audience and sponsorship as the event launches into creation.

SERVICES

Discovery & Research
Brand Identity
Positioning
Naming & Tagline
Brand Development
Logo Systems
Brand Messaging
Digital
Print Collateral
Live-Action Marketing Videos
Web Design & Development

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Brand Direction

POSITIONING EXERCISE

Based on our initial Discovery session, six key brand attributes were determined to help develop the positioning and identity for HOMexp.

These key attributes display the feeling, experience, and impact the HOMexp brand will embody.

IDENTITY EXERCISE

Referring to the key brand attributes, the experience, and the values are summed up into two words to develop the HOMexp brand identity. This identity acts as the guide for the brand’s direction.

TAGLINE DEVELOPMENT

In our initial Discovery sessions, “frequency” was a word that continued to come up. We had three core references for using the word in our messaging:

1. Considering the event will be dealing with the sensitive subject matter of trauma and healing, “frequency” was recognized in terms of energy passed between people and within a given space.

2. With the venue being home to America’s first black-owned radio station, WERD Radio, “frequency” was thought of in terms of radio waves.

3. As this is a recurring event, “frequency” was considered in terms of retaining attendees each month.

We decided to use the word “frequency” in conjunction with the positioning of Alignment Flourishing, and presenting the tagline:

Flourish at a Higher Frequency

TARGET AUDIENCE PROFILES

Two audience profiles were developed to put a face, name, and personality to who we are targeting with our design efforts. The Primary Client Profile is based on currently targeted clients. The Secondary Client Profile is based on your future targeted clients.

STYLESCAPES

Stylescapes were used to steer the visual direction for the HOMexp brand. Based on the established Attributes, Positioning, Identity, and Audience Profiles, the following Stylescapes were developed for each of the Audience Profiles.

The Secondary Profile Stylescape was ultimately selected as the visual direction that would be taken.

PRIMARY PROFILE STYLESCAPE

SECONDARY PROFILE STYLESCAPE (CHOSEN DIRECTION)

Visual Identity

COLOR PALETTE

A color palette was developed from the Secondary Profile Stylescape to represent the HOMexp brand. We targeted color combinations that would indicate safety and comfort while simultaneously representing feminine strength and flourishing.

BASE LOGO CONCEPT

When developing the logo, something representative of “frequency” needed to be included due to our tagline and positioning. In this base concept, a radio signal symbol within the O character was incorporated. The “exp” of the name was shifted upward to allude to an uplifting, empowering experience when engaging with the HOMexp brand.

FINAL LOGO DESIGN

When finalizing the logo design, giving the typeface more curves was imperative as we were targeting a feminine audience. We also made the radio signal more of a prominent icon within the logomark rather than a sub‑feature.

EASTER EGGS

Incorporating hidden meanings or features within a logomark is always a fun way to approaching the design. Within the HOMexp logomark, the shape of a house was built in the negative space between the E and X characters to symbolize the safe and home-like nature of the experience.