Below is a snapshot of the branding process for Nifty. This project started in 2019, when Nifty had been a testing space for DIY/Home improvement content on BuzzFeed. It had a logo and some imagery but needed to be sorted out so the business could invest in and grow it.
Below: this was the brief I started with.
Below: for Nifty I presented 3 moodboards with concepts and initial logo sketches.
Selected direction: Down the Block
At this point the design development fleshes out where that direction could take the brand visually. What elements do we need to include: type, illustration, iconography, photography, motion, packaging, etc. At this point, rules also start to get straightened out and the guidelines start being assembled. Its world building time.
