A R T 4 K E E P

How do we create a brand identity?

T H E B A C K G R O U N D

In today's crowded and competitive marketplace, businesses should develop their products and services by having a more profound, empathetic understanding of their audiences' behaviours, motivations, and unmet needs. Knowing the lifestyles of the target audience will help them develop a brand identity that speaks to them.

Creating a brand identity involves much more than designing a logo. While a logo can represent a business, creating a brand logo is a tiny part of building a solid brand identity. With too many businesses vying for recognition, having a strong brand is crucial to standing out in the marketplace.

Many brands rely on storytelling techniques to shape their brand identity. Brand storytelling is an approach that forges a connection with the target audience by placing customers at the heart of the narrative. By sharing relatable stories about meaningful life experiences, brands can cultivate a powerful emotional bond with their customers.

Such is what we did for Art4Keep.

T H E S O L U T I O N

We hit the ground running, speaking with different parents. Taking rich insight from surveys and conversations, we uncovered what Art4Keep meant to parents—a means to preserve their children's happy childhood, a way for children to remember their parents' love and how everything they did mattered to them.

Equipped with this understanding, we worked in close partnership with Sujata to develop Art4Keep's brand essence, which encapsulates the love between parents and kids. We then chose the right words, visuals, and channels to convey the brand's personality, tone, and message.

T H E B R I E F

Sujata Sheth wanted to launch Art4Keep, a business that preserves children’s art in a book. She wanted to develop her brand further by making her storytelling come alive. Like relationships with people, she wanted to build a brand built on the interests of her audience, genuine trust and empathy, meaningful value, and sincere authenticity.

As American Poet and civil rights activist Maya Angelou simply put, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” The opportunity with Art4Keep was clear: harness emotion and create a brand story that parents can identify with and want.

Our communication centred on both the emotional and physical benefits of ordering from Art4Keep. We highlighted ease and convenience of ordering in three steps. To further support Art4Keep, we created write-ups Sujata could use for her press release.

Our creative direction utilised memorable moments, introducing a harmonious palette of pink and grey. Pink represents the sweetness and innocence of the child in all of us, while grey exudes calmness and contentment.

Adapting the adage, "A picture is worth a thousand words," we invited ten families and asked them to bring their children's art for a 1-day photoshoot. To create a branded and cohesive look, we paid attention to style, composition, and the story we wanted to convey in every frame.

With all visual and communication assets in place, we started working on Art4Keep's e-commerce platform. With customer-centricity as the focal point, we created a seamless consumer journey from ordering to delivery.