Introduction
One of the advantages of working at a small company is being able to make a reasonable impact in areas that have not been fully established. One of those areas I've discovered is the lack of an established brand strategy and identity. Much of Memento Press' projects are from loyal clients who continue to return to us for all their photo and design related needs, but there is opportunity of growth in attracting new clients. In this personal project, I explore the company's mission statement and values to create an identity that aligns with its established principles but through an entirely new brand language.
Previous Brand Strategy and Identity
Memento Press' brand identity has opportunities of improvement to better represent the products and services it provides, its mission statement and its values.
Objective
Re-imagine the brand strategy and identity in order to better showcase the value of our products and services while still staying true to the company’s core values.
Memento Press's Mission Statement
We help people preserve their sentimental memories through photo archiving and custom photo albums so that they are prepared for unexpected life situations and that they may continue to share these nostalgic stories to their loved ones.
Pictured above: Original Brand Identity and accompanying product photos
Memento Press Primary Logo
Memento Press Primary Logo alongside Keywords that represents its Brand Identity
Primary Logo
Inspired by the monograms that often identify a person’s belongings or a longtime establishment, Memento Press’ logo represents trust and storytelling - two values that are instilled in the company’s services of photo archiving and photo albums.
The M references the shape of an open book. The farthest right line of the letter extends down into a circle that represents the P of the company title and also the Pin icon often used in travel maps. A person’s life story is a collection of memories from different locations and I wanted to represent that in the logo.
Secondary Logo
Memento Press’ two primary services - photo archiving and photo albums are products that represent an individual’s level of sentiment towards their own or their loved ones’ memories. I wanted to display that with a logo that resembles something tangible - a rectangular box with a marker on its face.
Photos are often placed in boxes in a person’s attic - a representation of memories.
Gifts are often given in boxes - a representation of how sharing stories is often a gesture of affection.
Bookmarks tell viewers a particular section is of importance - whether it be a chapter of a person’s life or a memory to look back to in the future.
Values
We understand that your photo collection is precious and want to make sure that we gain and keep your trust through concierge-style services.
We prioritize quality by enforcing meticulous archiving and album making quality standards so that your photo collections will last for generations to come.
We make your creative dreams come true easily regardless of your artistic skill.
Font Story
Travel and nostalgia were two values that Memento Press aligns with and also values that I consistently referenced when building this brand strategy. P22 Underground was created with the intention to use for the London underground public transit system. Turnip Book is reminiscent of the serif fonts often used in novels.
Color Palette
The memories that I’ve had the privilege of viewing via our archiving services at Memento Press exude warmth, nostalgia, and love.
As a whole, the color palette is inspired by the combination of vintage travel posters and the film cameras that individuals use to capture their favorite memories.
Individually, a soft blue contrasts a warm orange which represents both cool and warm tone environments captured by film. A beige color represents the color of worn leather or paper signifying age. A red-brown represents the warmth that love brings. And a pinkish white represents the duality between youth and innocence - a feeling we often get when referencing the past.
Brand Strategy applied to Mid-Fi Wireframe
Photo Album mockup
Mood Board
Referencing film photography, travel, and nostalgia was my main objective in creating this mood board.
Often times the media we receive are either film negatives, One-hour photo prints in envelopes, and even polaroids. These memories are also usually comprised of travel. I wanted to display that in the branding language.
Created using
Illustrator
inDesign
Photoshop
Xd
Carlo Farinas 2021
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