crazylegz

^{Creative Direction and Brand Identity}

In 2024 I was asked by the creators of crazylegz, the new Skate Café of Berlin, to create their Brand Identity and Creative Direction.

Here is the link to their social media: crazylegz

Creative Direction

Like any design process, I started with a research about the history of artistic and rythmic Rollerstaking. For that I watched a few documentaries, read some articles, and asked about it to the founders of the café, which helped me get familiar with the practice.

After that I made a research about the audience to understand more about who they were trying to connect with.

For inspiration as well as for understanding what could make us stand out, I analyzed the businesses in Berlin and West Europe, who were providing a similar kind of experience that we were proposing.

I created a digital presentation for each part of the research, and hold several meetings with crazylegz’s creators, so they could get familiar with the rationals for the designing process I was creating.

With the conversations we had and my research in mind, I developed a Brand Strategy, in which we defined their Brand story, Purpose, Brand Words, Values, Tone of Voice, Mission Statement, Brand Vision, defined Problems and Solutions.

I then created goals for the Creative Direction and moodboards, which were helpful for them to choose together, which direction the visuals could take.

Brand Identity

Moving on to the drawing part, I realized the images for everything we aligned with the creative direction. The work I executed for them is listed bellow:

Logo Suite
Choice of Brand Typography
Color Palette
Two Custom Icons
Graphic Elements (Stickers)
Two Custom Brand Patterns
Letterhead
Business Cards
Branded Poster
Store Sign
Editable Food Menu
1 Social Media Profile Icon
3 Social Media Templates

They used the Brand Pattern I created for making T-Shirts and a Mural on the wall of the store.

Aproximate Timeframe:

10-12 weeks in Total
Starting after the answered questionnaire is received, and the contract has been signed.

Week 1-3 Research, Strategy, and Creative Direction
3 Moodboards, collecting your ideas via Pinterest and Miro Board

Week 3-4 Brand Identity Presentation
2 Strong concepts will be presented to you, after your selection, one of them will be refined

Week 4-6 Revisions and Feedback
We make up to 3 rounds of revisions, your feedback gets incorporated in the design

Week 6-7 Brand Identity and Strategy Call
Here I present to you the basics of the Brand Identity

Week 7-8 Additional Design / Refining of the Design
That is when we can create all the collateral templates and specials

Week 8-9 Revisions and Feedback
We make up to 3 rounds of revisions, your feedback gets incorporated in the design

Week 10-12 Delivery of all assets and files