Rebranding: Startaê Studio
Brand Design // Motion Design
Startaê is a design studio based in Brazil. In collaboration with a senior designer, we redesigned the startup’s brand. In addition to the logo design, I was in charge of the design and print process for the business cards (mock-up and graphic design), and I created the animations for the logo promotional video (released in the day of the brand's 4th anniversary).
Brand Designer & Motion Designer.
Illustrator, After Effects, Cinema 4D.
Design Process: Ideation
We started the process looking for references and creating an inspirational board.
We looked up for designers we admire and companies' logos we were inspired by.
We thought we were on the same page and we started to sketch ideas on paper and sharing with each other twice a week, at least.
We first tried to redesign the old logo typeface, but after trying a few options, we decided to move on and try to make an unique type specially for the logo.
We started designing on our sketchbooks individually and sharing our work during our standup meetings with the founders giving their feedback as well. Sometimes we just shared the idea on paper, sometimes we shared potential good ideas on Illustrator, so we could print it on paper and see how it would look like.
Design Process: Sketches
Stuck on the road
We continued to design many variations after each meeting. We had almost an entire wall full of paper with many sketches and potential designs, but we were not happy with the results we got at that point. We felt like we were stuck on the road and we did not know the direction to go.
As a suggestion, I brought a methodology that I learned in a class that I took at Savannah College of Art and Design, the Design for Motion class. The methodology was created by Austin Shaw, my teacher at that time, and it was divided into 6 steps. The team decided to give it a try.
Design Process: Teaching a Design Methodology
This design process was written to help Motion Design students to understand the importance of the Design principles for Motion Graphics. Few months after I took that class, the teacher published a book about this design process.
And What does Startaê mean?
The method is divided into 5 steps:
The name of the startup is a combination of the English word Start and the expression “Aê”, which is a Brazilian expression that adds energy and determination to what is being said. You can pronounce it start-ah-eh.
2. Word list (keywords)
In addition to the process, we added one more step which was a board with icon references that could help us to understand the visual way that other designers represent the words we were brainstorming during this process.
I believe it helped to guide the creative process for this project.
3. Mind map
4. Written Treatment (Concept)
As a result of the process, we decided to explore the word "start", the verb that they use in the company's name.
Learning the Startup's History
Along the process, we have conversations with the founders to understand their visions, the idea of starting the design studio together, their motivations, and expectations.
It was important to listen to the process over the years. They told us how was the entrepreneur non-linear journey for them, and when they explained it, they liked to represent it with photos of stairs. The stair is a symbol to anyone start to make their ideas real and take step by step in the directions of their goals. It is a human, creative, delightful experience.
Design Process: Refining
My designer coworker and I started to create options that would represent the simple design easy to read and easy to remember (design for humans) and that would show the delightful entrepreneur journey.
During this stage, the founders wanted the symbolism of the stairs represented on the logotype, so we were working on the symbol as well.
We had symbol variations that were more aligned to the company's history and culture than the previous designs we were trying to design with no direction.
The founders chose the symbol first, then the custom typeface.
Results: Old Logo / New Logo
Results: Business Cards
Logo, Logo Animation, Brand Assets (Color and Patterns), Business Card, Letterhead, stickers.
The full-stack developers redesigned the website based on the new brand. You can check it here.