Identity & Web Design - Trojan Storage Branding Case Study
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- Äas pĆidĂĄn 5. 08. 2024
- How to design complete identity and website for Trojan Storage.
Chris & Jose breakdown the Trojan Storage rebranding as a case study.
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Table of Contents:
Annotations:
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02:22 Q: How do you determine the design style/approach?
03:57 Identify Demographics & Psychographics of Users.
04:28 A designer needs to have empathy + imagination.
04:53 Mindwalking exercise: get in the mind of the customer.
06:31 Take action from the customer insights.
07:35 Defining the Brand (Culture, Customer, Voice, Feel, Impact, & X-Factor)
08:07 Scaffolding attributes in a brand positioning statement.
09:27 Competitor Design Research
10:36 Logo: How to translate visual keywords into design.
13:03 Fit Check: Establish Compatibility of design direction
16:28 Q: Before presenting stylescapes, did you first let clients know what to expect?
18:33 Quick Mockups: To show clients how the brand would work in real life.
20:30 Getting Feedback and balancing styles.
22:21 Q: How do you determine the voice and messaging?
25:20 Q: How do you manage the project with the client and team?
28:00 Straight Line System: Ideal versus reality (Jordan Belfort)
30:48 Benefits: Expanding the business relationship.
34:15 Design Tips
36:10 List of Classic Fonts
Key Takeaways:
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Facilitate a conversation with the clients about the customers.
Stylescapes: Show different design concept directions that are a mashup of the brand attributes.
Design the site so that the business has leverage in how people determine the value of their business.
Simple classic design with beautiful fonts helps you to create flexible designs for many applications.
Looking through the eyes of the user with brand attributes can help you with copywriting.
Media Drop:
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Viction:ary I Love Type Series 1-6
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2020 and still using this video as a guidance for my projects
Extremely informative. Since the 2019 is almost to en end i request you to make a 2020 version of this.
I daily watch content from your channel and make my notes. I have gratitude towards you guys. When I will have funds, I'll definitely buy courses from the futur. Love you guys, keep making awesome content.
Wow!!
Thank you so much, this is by far one your best episode. I will be re- watching this episode about 100 time.
Another great video guys! I Its nice that you guys go through the whole process, from start to the finished product. That way its not only more interesting to watch but also very easy to learn.
+HIMANSHU PATEL We will be sharing more case studies and process on new projects. If you have questions, just comment here or reach out on twitter.
this was really helpful, a bit overwhelming because there is a lot of good information but i love it. i have better appreciation of how to do strategy and will probably watch it again several times to get the process. thank you guys so much.
2019 and still learning a lot form this video !! AWESOME !
2020 and still learning. Being formally trained as an architect this study was very inspiring!
YOU SHOULD ALWAYS SHOW THAT INTRO. ITS JUST PERFECT! SERIOULY
Wow, one of your biggest videos was 12k views?! Talk about growth. Way to go guys! You're killing it!
Love you guy's work... very thorough. I'm becoming addicted to these videos, I now listen to them instead of music while I'm designing.
Thanks for you suggestions of typefaces, I definitely use a bunch of those in many of my projects, I find really hard to get comfortable with novelty finicky fonts, not very much my thing.
I'm only a design student, close to graduate now and I hope one day I get to design projects like the ones you guys show in your videos and be as good at it. Great inspiration! keep up the good work and the awesome videos.
Cheers!
Good luck with school @azul. See you on the flip side when you graduate.
I am in a crazy marathon of your videos since I discovered you guys yesterday. Loving every single video and dreading the moment when the videos will run out. This should keep me going till the next season of game of thrones gets realised.
Dude this case studies videos deserves a 10-Season series on netflix alone, man iâm glad i reached out to your videos this year really helped alot! thx blind!
You know designing is the way to go when you pause the video and try to interpret the reason for all the graphic elements, placement and fonts used in the question clips.
I highly appreciate your work. Its very informative and the points you highlight are just what needed to be addressed. As a self studying designer your channel is a must watch.
Thank you for your initiative. :)
Thanks Vidit. Keep learning. You are closer to your goals than you think.
AMAZING SESSION! thank you for that, this is so valuebale
I love this intro with Jose and Chris. Miss this in the most recent videos.
oldies but goodies.
Really great walkthrough, guys. Thank you!
More great content. I loved the final design. Watching your process is so insightful. Really great work.
Thanks Jay. We have a few more planned for recently completed projects.
I really love the transition from how it was and the final output..Really awesome guys.. more case studies plz
you can go visit the site: trojanstorage.com
Wow, this was a fantastic series! I LOVED seeing the brainstorming process with the clients, Jose (you did great there!!) and then this last video with the design brief, stylescapes, deliverables, outcomes was so great! And I especially loved the font list at the end. I'm always so stressed when it comes to picking a good font. Thank you! I'm a new web design freelancer and y'all are inspiring me to not be so frustrated about defining and designing my own identity! :-) Now if I could just feel that same confidence picking my business name! Arghhh! LOL Thanks again, guys! - Holly Fortenberry
Aubrey trust your gut and with it. Don't wait for perfection.
Yes ! the designer is the best person to write the copy.
Annotations added by Chris Do for your viewing ease. bashzer0 Is this what you had in mind?
Very cool, yes I think this would help a lot for both viewers and the channel itself. For viewers, it makes the content easier to navigate. I tend to rewatch a lot of these videos so this would help in getting to that information i'm seeking a lot quicker. For the channel, I think it would make these videos more discoverable by providing keywords and phrases that people might be searching for.
Great video you guys! Nice presentations and executions! Keep it up!
Great episode guys! I've got friends that are not in this industry, but are interesting in design thinking and design in general. I find your videos to be a great resource for not only myself, but also others who like to know more about how things work on our side of the fence. A share these as much as I can. Thanks a lot!
Harshvardhan Gantha thank you!
Great video! I'm currently watching the second season of YOU on Netflix and can't get Joe's storage unit out of my head watching this.
Just amazing and informative 38:20 min. added into knowledge. Very much thank you "The Futur".
I'm watching this and I can't believe my school isn't teaching in this manner.
yep. that's why we do what we do.
One of the best shows this one.
I think i've hit the goldmine for visual identity design education. This video taught me so much. Thanks so much for sharing this case study!
Raden Yunos you're welcome Raden.
Great video! Learned a lot. Thanks!
Awesome videos here at the futur channel. They are helping me upscale my design practice. Thanks Chris and the whole team.
You're very welcome!
This is a wonderful Vid. So informative!
man I would kill to have such a helpful design brief.
Learn how to create one with your client.
This is a great video guys.đ
That intro was amazing!
I love seeing the process from beginning to end ..Genius styling
thank you.
Love the videos !
Great video! So much info
Chris/Jose . . . recently discovered your channel guys and catching up on your past videos, and loving it all and it's so full of stuff that is meaningful!
Chris . . . . on the architecture angle, pls check Charles Moore . . .back in the day of Super Graphics!
Be really interested to hear/read your comments on his work . . .and it's a wonderful winters day here in South Africa!
love you rworkshops... even though not a graphic designer [architect] I really appreciate the processes you outline and the honesty of your presentations... even at 65 still learning and inspired by your enthusiasm
Bravo.
Hey, Kindly do more of these case studies! It's so f helpful, I'm so thankful :))
Shaher Kordi we can do that.
Thank you! really enjoyed the video :)
Guys, this video is superb. So much great info woven into an engaging format.
I know it's dense and we are going pretty fast but hope you found the content to be informative.
Hey Jose, still getting through the vids so will think on topics! Cheers
Keep it up! You guys are amazing.
Now that I am learning CORE, everything is starting to make sense. It is all coming into clear view. This video plus everything I took in today really makes me feel very confident. Even more than I was already. This stuff, man! lol
you were missing key pieces. now you have them, these videos will make a lot more sense. these projects are a by-product of applying CORE.
Chris and Jose this video is amazing so much juicy great info that I'm 150% going to use in the future. Thank you :D :D :D :D :D
use it Sam! if you want to learn how we did this, look into the CORE framework.
Fantastic video guys. Just got connected to your videos and series. Tons of wisdom. Subscribing.
Thanks guys.
Thanks for the sub.
Thank you , very informative.
I like the design you guys did for them rather than what they have right now. Feel much more special and on brand.
Yes. They were purchased by another company
Amazing video!
Great one! Excellent work pattern and examples.
Nick Voronin Thanks for watching Nick Voronin
Great. Timeless. Useful.
Thanks
Thanks again for an amazing video! Always happy to binge on your videos! Thank you thank you!
Iâve been thinking about this for a while and Iâm hoping you guys can help: The client comes in and he wants you and heâs interested in your work. He trusts you and he believes in your work. As a young designer, how do you overcome working with an experienced, much older professional (e.g Someone with a PhD). How do you get on the middle ground as a young designer? I know the fields are different and both parties have specific skills only they know, but how do you arrive in the middle with these kinds of transactions? How do you assert your ideas to a much older much âestablishedâ client (business owner, ceo, etc).
Maybe other designers can emphasize on this question too.
Again, THANK YOU! THANK YOU!
Thank you! Great info
Priceless content! Thank you to both of you for sharing it! Sharing is caring! Had a look at the live website, did notice that the nav bar has white squares which disappear against any white background images. Was this deliberate? The final design is not what I was imagining how it would be but that shows that client's view is more important because the client may have a completely picture in their heads and they are paying for it :) Just my view. Any chance you tw could do a live version of this channel? Maybe on CZcams or Twitch? Thank you again!
I'm literally binge watching all of your videos right now hahahah. I'm really learning a lot more from you guys than any other resources that i've been. Keep it up guys mad support from philippines
J Panda, make sure you take bathroom breaks. : )
Kamusta
+The Skool Network Woow surprised me with the #Kamusta hahaha. Also, even in bathroom breaks I always continue watching your videos hahaha Can't afford to take breaks from learning
#dedicated
After being a fan of the Futur, and I am coming back to rewatch this and went to the Trojan Website. I wish their implementation was fully following your design. It will be awesome to have an interview with the CEO and see what was getting in the way.
They did implement the site. Theyâve since been Purchased.
I see. Sigh didnât see the transformation completely
Thank you! I haven't even watched the video yet lol Greatness!!
Learning more with your videos than with university , thank you once again.
Thanks Beatriz! Maybe we need to start a school or something.
Awesome!!!!
Coming from a public university in Texas, I'm pretty proud to say that we are taught with all these branding strategies that you talk about. I think the only thing we are missing is generating personas and understanding users. Our program is lacking this emphasis on empathy (and business & presentation). Anw, this is very useful for me to organize what I learned from school and take it as a platform for future projects. Thanks alot!
Thy Do looks like you are at a great school.
Which school Thy? I went to UH and I think they have entrepreneurship classes that teach these things?
I love this. Amazing.
we will be sharing two more case studies that use the same process of defining the brand.
Awesome opening sequence! Love the sound!
Agreed. I wish you could've done something like that.
Seriously, great job! We need more and need to give you credit. What say you?
Let's do it
Very Practical and Fluent, Cheers
Those are two words that are often used to describe me.
Great episode!
thanks Jason
Seriously..its an awesome sharing. The process applies even within an Asian-centric cultures.
Chang Daniel Great to hear.
Thank you so much Sir I. Done watching your video
Very informative. Thanks a lot, guys! Would love to see more case studies like this.
Fun fact: Trojan Storage and Public Storage are using the same stock photo (the one with the mom and the baby) :)
jonlight974 we shop at the same photo stock library.
Thank you for this video. I am really blessed graphically. Two beers for you two.
Banabas Ejiofor thanks. Make mine a non alcoholic beverage.
The Futur HAHAHAHA.. .Let me guess. Chris is the one who takes non alcoholic beverages.
Banabas Ejiofor good guess. :)
fucking boss level execution on this project. Ladies and gentlemen we find ourselves in council with some of the best out there!
What I like about this process is that you can come back with a mock that has copy on it. It's not just some _lorem ipsum_ filler text. So even if the client doesn't use the lines you come up with, they have a greater understanding of how it all fits together instead of having to imagine it.
+Edwin Contreras We have a better chance of getting clients to approve work when we remove the "imagine if..." part of the equation out.
I'll be on for the next 30 mins to answer any of your questions.
damn, missed it
@@dev.syedmh, darn it, I'm a little late, too.
@@muhammadukasha9635 hey guys I parked the car down the st-... did we miss him?!
Thank you so much for sharing your process. The branding is well-thought-out and executed beautifully :O But can you tell why they donât use this design on their site anymore? Currently it looks like a standard template is being used and sadly the logo is the only element left of your branding.
Hey guys, really nice episode. Thanks for sharing your knowledge. It's nice have quality content. I've been watching your videos for a while and looking this episode Jose said that is possible see one of your shows on the live audience. It would be really nice meet you in person.
Once more, great job guys!! Keep up the good work.
Thiago Badke Are you in Los Angeles? We can invite you to our next taping. We typically shoot on Tuesdays around 12pm.
The Skool Network Thank you guys. I live in LA, so please let me know when will be the next shoot and I'll be there.
Aaron Szekely can you add him to our guest list for the next taping?
Thiago Badke We are planning on filming an episode tomorrow after lunch. Are you free?
It would be around 12pm? I can try take a break from work and go, for sure. Where do you guys shoot the video?
I am a marketing girl that returned to college to study new media and design and your videos are just perfect. One of the best on you tube in this field. Keep going with the great work. Case studies like this are my favourites. Also I am interested in geometric design for logos: if you think it suits your theme.
Cristina Dias hi Christina. We will produce more case studies. I'll keep the geometry stuff in mind.
The Futur: great. Thanks for your prompt reply. Greetings from Lisbon.
Cristina Dias hello Lisbon.
great episode guys
Thank you. Have you watched our other episodes? Just curious what you think about the evolution of how we format the content.
bashzer0 great suggestion bashzer0. we should definitely time stamp with annotations. Nicole Johnson can you start doing that?
Awesome videos as usual guys! Very insightful and... life changing. I'm looking for design case studies as a light reading material and to help me think more about my thesis, do you guys have other recommendations?
+Harriet Cacdac Hmmm.... nothing off the top of our head. I suggest hitting Barnes & Noble to scan through a few books. Let me check our library.
+Harriet Cacdac Consider reading short business case studies - for example there is a book called Great Businesses and the Minds Behind Them
amzn.to/1PLANjw - I listened to it on audio book (3 hour or so) and it was really insightful. It's not a design book but it has short case studies of a lot of businesses. Zara, The Gap, Kettle Chips, Victoria Secrets, Post It Notes, White Out etc etc etc. By hearing these 100 case studies back to back you begin to see patterns in how small businesses become big business. What it takes to "make it big" how others did it, how the design of the product and of the customer experience played a role in their success. It's a great way to create a foundation for your practice. For example: New client contacts you and wants to discuss their challenges - They are a new Snack Brand - in the conversation you can drop some knowledge like "Kettle chips had a similar challenge... they..." The client will be like - "Dang! you know your stuff..." Anyhow. Just an idea. Let's see if Chris comes up with some books for you too.
The best! #iwannaliveaudience
Matthew made a cameo! đ
any questions? otherwise, i will bounce. let us know what you think. trying to get the show tighter. i know i went through a lot of material and it was fast. ***** did his part by keeping the joking commentary to a minimum. please give him some words of encouragement.
If you were designing something for yourself, like a company or your own personal brand as a designer would you go through all these steps or would you go off instinct since you are the client? If so, how do you take yourself out of the design mindset?
Dwuana Marie It's very hard to design for yourself because you lack objectivity. In the video, I mention having an objective goal. When you design for yourself, I would especially recommend going through this process otherwise you'll be your own worst client. Nothing will be good enough and the goal will change often. As odd as it may sound, I hire other designers to work on our logo because I know it will get done then. Hope this helps.
@TheFutur, at 18:55 do you still think nowadays, Chris, that this was branding? I'm refering also to a recent interview you gave to Brian Elliot, if not mistaken, or the Young Guns, that you said that only in the past 5 years (from the moment of this video to nowadays) you really learned what Branding was, and that now was the time that you were actually doing it, that by then you were only doing Identities and Marks, give or take these words. Despite the awesome work in this video, do you think this was branding? Cheers from Portugal!
Damn, that was impressive!
Thanks. Would you like to see more?
Well, more of these identity/branding designs of course. Tremendously cool!
Also
1 custom maps
2 big data design
3 infographics, including animated infographics
4 font family creation
5. movie posters/graphics
6. surface pattern design for fabrics, wrapping paper
7. 3D printing
other than that, I cant think of anything.
+per sebra wow. That was a big list.
what is this track at the end? love it
Quick question: What is the best way to showcase stylescapes when you are working remotely? Do they have the same effect when you send them in a PDF ?
But are those fonts really free for commercial use (e.g to be used in a logo)? I know it's free and you can get some from Windows OS but are they okay to be applied commercially out there?
So at what point during the process do you do the design brief and style-scapes? Is this after user profiles but before wireframe?
Neceros the entire process of discovery is to scaffold from abstract to concrete. Stylescape precede wireframes.
just one question around budgeting for this project. How was this approached? What I mean is that is seems to have evolved as a project as time went by and it was only when the stylescapes were presented that the client pointed out their attraction to the cool typography ideas. The typography it seems, ended up being a major part of the brand rollout so would their have been an ongoing discussion with the client around ideas and how deep the exploration into features went? Just trying to gauge how to apply this on my projects into the future - is this kind of discussion resting on the close relationship and trust that is built on with a client or is it something that can be structured and outlined in a fool proof manner? Hope that makes sense :)
John O'Brien hi John. You are right. Once we did discovery via Core, we were able to surface so many more deliverables than what we bid on initially. So naturally the scope of work increased by some magnitude. The client (Brett) had us bid on all of them and we wound up doing a bunch of design work after the original project delivered.
Some degree of trust is needed on both sides. But I find that if you are genuinely there to help your client, they actually appreciate you more and less likely to just hire someone else without giving you the chance first.
How do you choose keywords for each stylescape version? Do you look for patterns and words that have something in common and make 2-3 different combinations out of them like Educated warmth, Organized energy, Safety informed?
We facilitate with the client.
Fun vs flexibilixy in the presentation...
Do you take your own photos that you used for the stylescapes and the website? OR do you buy them or download them online?
+Igor DeLima styles capes we just comb the internet. sometimes they're our own photos.
Bad branding on the business card @19:16...
Cropping the logo is cool when it is the person's 2nd or 3rd encounter with the logo; Think Coca-Cola 12 packs (Full logo on the outside, cropped logo on the cans).
From a philosophy perspective a business card is often the *initial* encounter or handshake with the business. The logo shouldn't be cropped like. Present the brand in totality first, then break it and distort it in all of the "secondary" collateral.
i think that's a matter of opinion.
I don't think so. I totally get taking the logo and making patterns, pulling different visual elements, for various pieces of collateral (letterhead, interior design, presentations,... etc.)
...But deliberately obstructing the integrity of the logo on a business card doesn't make sense because it is the customers first encounter with the logo. Maintaining brand integrity is *essential* to building a good brand.
Guys, I canât tell you how much I appreciate this video! Quick question... Do you design the logo options, present those (where then the client will select their preference + amends) and THEN work on the Stylescapes? Or do you present, say, the three logo options with the three different Stylescapes?
Many of thanks in advance!
MW
we present some initial logo studies w/ the styles capes. the idea is to get the client comfortable with change and the new direction.
The Futur thank you for getting back to me. I fully understand now... weâre essentially showing fairly low fidelity logo design in line with the direction of the stylescape. Then whichever the client picks, we then refine thus making everything look sexy!
Hey Guys! I just want to make sure I got the order right as I work through my own process and learn. Did you do the style tiles/stylescapes, get approval, then go into logo design, show that, and THEN mock it up on all that stuff? ie apparel, signage, trucks, etc? Or was all that part of the logo presentation like how Ben Burns talks about in your logo presentation video? (small format, large format sections).
we do styles capes with temp logos to help close the imagination gap. as we go deeper and write copy and doing the remaining brand elements, we integrate the logo to help clients visualize.
Thanks for clarifying! So when you mock-up all those lifestyle shots with the logo, you know they've already chosen the logo direction? and so the work you're doing isn't wasted.
Before you present the stylescapes, do you present the logo on it's own? or did you present the logo for the first time with stylescapes?
present with stylescape in context.
Thank you! I bought CORE last week and I am almost ready to begin applying it. On the video, the Trojan Storage logo changes from what was presented on the stylescapes compared to the final logo. I am assuming the client choose the top stylescape and then changed their minds later on in the process. But now it makes sense.
Yes. Jose ran the strategy session and then we had to redirect after I took over.
@ 36:10 List of Classic Fonts, typo Fruitger should be Frutiger rite?
Correct. Frutiger.
Hey Chris or Jose, have either of you made the chart for yourselves at about 7:50, and if you did. Could you please post up maybe a short clip of what it said. That way it would help me analyze the skool network. Thanks! peace.
Jose has. I think he posted it on slideshare. Search for jose personal brand.
The Skool Network
awesome, thank you!
How do you do customer/user profiles when the client is an organization institution or another brand rather than an individual?
hmm. that's an odd profile. pick a decision maker or influencer within the organization. maybe that will work.
I agree, don't let the marketing dept take charge. You'll end up with oats dressed as cherries!
I always want to ask you Chris about the fonts you recommend because it always hard for me to find good fonts ........Thanks a lot for every thing you do now you are my design ref I learn a lot of important things I hope someday to be like you
ameera Jaffar have you seen the typography rules video?
No I didn't , I have watched most of your strategy videos
ameera Jaffar czcams.com/video/QrNi9FmdlxY/video.html
Its great video too these fonts what I was searching for, Frutiger font is my fav .now i dont have any problem dealing with fonts since you provide this great awesome fonts list BIG THANKS
I am addicted to watching these videos. I will share some constructive criticism though. I think this process & strategy is very enlightening, but I will argue that the final design is a little rough. In terms of color, balance, spacing, I think some of the work throughout the process was much better. Just my two cents.
Thanks for the input.
Not to take away from the amazing work you're doing here, of course. Ever since I found this channel a few weeks ago, it has changed my life. I'm 23, & I was just working in the rhythm of being the Creative Director at a small software & marketing company, obtaining that role at a young age comes with it's pros and cons (as you can imagine). Now you've opened my mind to the possibilities in this industry, and I thank you all for that :)
Do you guys do this CORE strategy every time that you design a visual Identity system?
yes, we do some form of this.
@@thefutur then you charge separately for this or it's included in the price of the identity system?