Brand Identity, Naming, Digital Media
Collaborated with two other student designers to develop a new brand identity system for AMJ, a fishing glove company founded by avid fisherman and entrepreneur Melvin Clark, III, as part of a capstone project for my master's program. Our team of designers performed extensive research about the product, competitors, and target audience. We worked with AMJ on a comprehensive brand strategy, including naming (previous "AMJ Fishing Group" to just "AMJ"). The framework of the identity establishes a cohesive system for future AMJ products, each with its own icon, so the identity can continue to grow along with the company. Design Team: Carrie Epps-Carey, and Alison Maynard.
A comprehensive process and style guide was produced to outline the new identity system and to identify future marketing opportunities.
After conducting competitive research, our team developed a name, inspired by the hooked claw associated with birds of prey, the talon. Talon gives AMJ's fishing glove a distinct name that references the strength of the fabric used. With the name in place, a product specification sheet was designed outlining the features of the new glove.
As well as developing other aspects of AMJ's visual identity like color palettes and typefaces, our team created a series of social media campaigns and templates.
