Challenge
My Roles
Brand Strategy
Brand Identity
Creative Strategy
Verbal Identity
Team
Ciara, Melissa, Zaac
Timeframe
3 months, Summer 2022
Deliverables
8 presentations and pitch decks per client
Railyard Lab is a student design group run by the branding and packaging company behind the Mikes Hard Lemonade and the Little Potato Company brands. This paid internship targets startups and non-profits, and encourages business and design students to collaborate.
I was fortunate enough to be mentored by senior designer Steve, who taught me some tips about branding and creative strategy. Thanks to Steve, I was able to expand my design toolkit and learn how to create 3 diverse creative corridors that align with the client's needs. I also gained some valuable insights on concisely communicating design to non-designers using mockups, colour meanings, and tangible design rationale.
Project Management
— Organized and planned project timeline to work within schedule restraints
— Lead intern team, defined project goals and communicated with stakeholders
Brand Strategy
— Defined the core of the brand and how the brand is perceived
— Conducted audience research and synthesized findings into bite-sized research insights
— Developed and refined audience personas, focusing on the 'ignitor' persona
Verbal Identity
— Used keywords to define the mood and feeling for future copywriting
— Created sample 2-3 word slogans
Naming
— Organized and planned team name ideation sessions
— Systematically came up with 5 strong naming options that addressed different client needs
Creative Strategy
— Created multiple moodboard and colour options for the brand
Verbal Identity
— Used keywords to define the mood and feeling for future copywriting
— Created sample 2-3 word slogans
At Dossier, I learned a lot about creating persuasive client presentations by applying branding to collateral, building client, and coworker relationships relationships, and creating style guides even non-designers can follow.