Category Archives: Brand Identity Process

Digital Ad Sizes

For the Digital Ad requirement for applications, we will be using some standard sizes for Google Ads. Here are the ad sizes I would like you to extend your campaign to:

Medium Rectangle: 330 pixels w X 250 pixels h

Half Page: 300 px w X 600 px h

Large Mobile Banner: 320 px w X 100 px h

Specs for all Google Ads are available here:



Brand Applications

March 7

Revisions: application to letterhead, business card, envelope, full page magazine ad.

4.1 Letterhead, Business Card, Envelope: this will include printing and paper specs. Limit to 2 or 3 colors or 2 colors and one special process (i.e., embossing, die cut , varnish).

4.2 Full Page Print Magazine Ad: the first piece of an advertising campaign that extends the client’s brand and communicates the product offerings to the target audience. May use product photography and text to support communication.

March 21

Roughs: digital ads, outdoor advertising format, storefront signage.

5.1 Digital Ads: extending off the magazine ad, develop ads for two sizes of digital ads (see Google Adwords sizes)

5.2 Outdoor Advertising Format: at least one, such as bus stop, billboard, side of bus or a guerrilla marketing idea.

6.1 Store Exterior: How the visual language of the brand is applied to the exterior of a retail store. Elements will be rendered onto a photo or illustration of a space that reflects the architectural feeling of your brand. Requirements: Branded Sign and at least one of the following: Awnings, Building Painting/Mural, Vinyl on Glass, etc.

March 28

Roughs: Internal store display, one other extension of your choosing.

6.2 Store Interior: product display and at least one of the following: Interior Graphics (wall painting or posters), Wayfinding Signage such as Bathroom or Order Counter Signs, etc.

7.1 Brand Extension of Your Choosing: this application should be selected based on fit for your brand and target audience. You may also consider need for your own portfolio. Consider the following options: e-commerce website, rewards app, package design, catalog,  email newsletter campaign.

2.1 Mark Inspirational Research

Before  you thumbnail, research design inspiration to give you ideas, see what exists already, and current trends. You can use, design annuals, design blogs, pinterest, behance, etc. I don’t recommend general Google image searches as you will get a lot of poor design. I would like to see one or more pieces of inspiration paired with your thumbnails.

A few resources and readings for brand design trends:



1. Research and Strategy

1.1  Industry Trends / Competitive Research

After randomly drawing a retail industry, utilize some of the  tools and resources discussed in class, among others, to find trends in the  marketplace. Use this research to develop at least three ideas for business that could compete in the industry.  Evaluate the Strengths, Weaknesses, Opportunities and Threats to your overall industry (SWOT analysis).

1.2  Opportunity Gap / Marketplace Positioning

Using white space charts, look for opportunity gaps for each of your business concepts. You will need to identify keywords during  your industry research in order to do this. What is the best way to plot competitors on a chart? Consider what opposites to put on each end of your chart spectrum (budget vs premium,  classic vs techie, etc).

1.3  Target Audience Demographics

Who is the target audience for your brand? Consider demographics of age, income level, education, profession, hobbies, personality,  lifestyles, family status, cultural background, etc. Develop at least one persona of a person who fits in your perfect demographic. Who does this person feel when they interact with your brand?

1.4  Brand Concept Statement / Backstory

Describe your business concept and create a backstory to build your brand off of.

1.5  Brand Positioning Statement / Brand Attributes

During the Brand Positioning Exercise,  you will strive to condense the essence of  what your company does into as few words as possible. You will first craft this in 16 words, then reduce to 8 words, then a succinct 4 word sentence.

There are four elements or components of a positioning statement:

Target Audience– the attitudinal and demographic description of the core prospect to whom the brand is intended to appeal; the group of customers that most closely represents the brand’s most fervent users.
Frame of Reference– the category in which the brand competes; the context that gives the brand relevance to the customer.
Benefit/Point of Difference– the most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition.
Reason to Believe– the most convincing proof that the brand delivers what it promises.

Here’s a good template to start with:
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe].