Client Don Julio
Photographer Sharif Matar
Tags Photos, Art Direction, Content, Lifestyle, Branding, Graphic Design
Venue FYF Fest
I start by understanding the personality of the brand - its history, function and the ethos behind it. My goal is to extract every nuance of who the client is and what the company's about, including the intended target market, how it wishes to be perceived, and formats and outlets for where it wishes to promote itself. The key is to not ignore the client. My exploration includes asking the client for references for their branding: I see what they like, and - usefully - how broad their understanding of design is. Understanding the client's needs is the first step to creating a great brand identity. Don Julio does this incredibly well by limiting color palettes, details and typography, they understand the value of a clear identity that is timeless and moves alongside the ever-changing visual landscape.