This project is about engaging with the theory of branding and showing that I understand some of the key issues by expressing them in a visual piece of work based on the book by Marty Neumeier Brand Flip. What I found interesting was the concept behind branding and that it was really the customers that made the brand, how today its not necessarily on needing to consume but needing to experience. This idea about ‘tribes’ came up in the studio pitch day and I soon began to see how I have friends who are loyal to Starbucks whereas another friend of mine will only buy her coffee from Costa Coffee. When sitting back and viewing both groups purchasing there morning ‘cup of joe’ I noticed how their portable cups were carried like trophies as they charged through the streets on a mission, like a theatrical prop that distinguished them amongst the crowds. Where you buy your coffee today is a statement about yourself as bizarre as it sounds, but everyone chooses their tribe to join. This fascinated me.
I took excerpts from the book that resonated with my beginners intrigue onto the topic of branding. For the brief I am to visually illustrate a 300 word extract from the book in a typographic or illustrative piece.