In this lesson, we will put all our intuition beyond pure reason
to find out what story we will tell.
We will start by giving our project a unique and personal imprint.
Let's see it.
It is very important that in any branding or visual identity project
we take into account what story we are going to tell through our graphic.
Great designs or great decisions,
typographic or chromatic, are of no use if we do not have something disturbing,
something interesting to tell behind.
This is how we are going to talk in this lesson
about these three pillars that we have been maintaining throughout the course and that focus on the
geometric framework.
In this blue square that we talk about so much,
we have the most rational part,
that is, the product,
the target, the market,
the main characteristics of the product or service and other issues that are usually come from the hand of a brief.
In this red circle we are going to find the differential values,
the emotional links that we want to establish with the consumer and other data
that have more to do with emotional links than with rational links.
And in this yellow triangle is going to be the voice.
The voice is what makes this product or service unique.
It is this way of speaking that you will find in the visual identity in each of your communications.
It is as well as in this graphic so well known
as a communication scheme.
We have who emits and who receives.
In the middle of this,
there is usually a message.
What interests me to always work on all my projects is that this message can have different nuances.
This message can be said in different ways.
SW,
it doesn't matter who emits it and it doesn't matter who receives it.
So that's when I'm interested in saying that it's important to have a message that is
important in each visual identity project,
to transform that message into a story.
What story are we going to tell?
This will make the project become something differential and we will find much more richness to work on each of the instances of the project.
Going specifically to the project and entering the definition round after the first stage,
which was the brief,
where I arranged in each of these columns different data that I was
collecting, different points of interest or focus of attention that the project generated to me.
I'm going to move on to the next round,
which is to finish telling this story,
change this word message by the word story and find certain differential values for my project.
It is as well as in this picture where we had the square part that talked about the rational,
the circle part that talked about emotions,
the triangle part that talked about all those points of attention that generated to me.
This flow of data,
this amount of data that I was able to collect,
I start to make a selection a little deeper and more exhaustive,
through my own vision or what I want to tell about the project.
This is how I keep data like the 70s in the UK,
the duration of the song,
certain phrases about the name of the song,
such as this situation of the demon or of rebirth,
going to the emotional,
this question of something intense,
something repetitive,
something with a certain pattern format or pattern that is repeated,
this question of mystical revelation.
And going to points that attract me,
as differential points of attention,
there is this idea of the journey,
this safari, this idea of having crossed the Sahara composing a song,
this idea that the song was bigger than the authors themselves,
and an embedded concept within the song itself,
which is this idea of time and space.
That phrase, which is the song's own,
seems to me to be a very important and very strong trigger for the concept and this story that I want to tell through the project.
That is to say,
that between who emits and who receives,
between the product and its target,
there will be a differential phrase that will mark the concept.
This message that this should be a drink of certain characteristics,
turns into a story and says that this drink is a traveler in time and space.
Now that I have a story to tell,
I will generate a visual universe of my own to determine which is the best way to tell that story.