When developing a new brand, the mark and wordmark are the jumping off point. I believe in a creative-led / data driven process whenever possible on this. With Swizl, we were able to really engage at this level — designing, gathering sentiment data, refactoring, listening again and zeroing in on final solutions. As it happened here, one of the original concepts ran the gauntlet and came out on top. That’s a bit rare, but when it happens, you’re totally confident in the result because it’s been so strongly pressure tested. I not only led the process on this, but I was also a very active participant. The full design team participated, but I’m only showing my own designs here. One of my original concepts ended up being the final selection.
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