Assignment: Invent Your Own Brand

From brand strategy to visual identity

Invent a brand that does not exist yet. It can be serious, funny or completely absurd — a product, a service, a shop, a café, anything you can imagine. The only rule: it must be original and you must be able to defend it convincingly.

Your task is to build the brand from strategy to visual identity, so that every visual decision can be traced back to the brand’s story.

Part 1 — Brand Strategy

Describe your brand in 9 points according to the Brand Strategy Framework:

1. Brand Positioning
2. Insight
3. Brand Proposition in a Chosen Market Segment
4. Take Out
5. Rational and Emotional Benefits for Customers
6. RTB — Reason To Believe
7. Brand Essence
8. Brand Target Group
9. Competitive Analysis

Keep each point short and precise (a few sentences max). Brand Essence should be 2–3 words.

Part 2 — Core Visual Identity (Level 2)

Design all core elements from Level 2 of the Visual Identity Framework:

• Logo — primary logo, alternative versions, symbol/icon, clear space and minimum size, colour versions, examples of incorrect use
• Colour palette — primary, secondary and neutral colours with colour codes (CMYK, RGB, HEX) and proportions
• Typography — primary and secondary typeface, weights, type hierarchy
• Tagline / slogan lock-up — how the slogan sits with the logo

Part 3 — Selected Elements from Other Levels

Choose and design further visual elements from Levels 3, 4 and 5, for example:

• Imagery or illustration style
• Pattern or graphic device
• Packaging
• Social media post
• Poster
• Business card
• Brand book spread

Select the elements that best illustrate your brand strategy. For each one, add a short note explaining which point(s) of the framework it expresses (e.g. “the packaging texture expresses the Brand Essence”, “the photography style reflects the Insight”).

Final Submission

Submit your project as a well-designed, aesthetically consistent presentation in one of two formats:

• PDF
• Figma — shared link with view access

The presentation itself is part of the brand — design it using your own visual identity: colours, typography, grid and graphic elements. It should lead the viewer clearly from brand strategy (Part 1), through core visual identity (Part 2), to selected applications (Part 3).

Assessment Criteria

• Originality and consistency of the brand idea
• Clear connection between strategy (Part 1) and visual identity (Parts 2–3)
• Quality of logo, colour and typography choices
• Aesthetic, harmonious composition of image and text
• Consistency of the visual system across all applications
• Quality and consistency of the final presentation design