Palmrug

Studio Tjeerd Veenhoven's Palmleather is a vegan leather. During the minor Brand, Design, and Psychology, my team and I had the opportunity to work with the owner, Tjeerd Veenhoven, for six months. The objective was to develop a branding and marketing plan for Palmrug, a new product made from Palmleather.

I worked on Palmrug's logo, brand identity style sheet, and website design. Other members of the team used the brand identity style sheet to maintain consistency in the Brochure and Animated Video that they created.

The logo design began with establishing the brand competitors, target audience and understanding the brands’ values and goals. The client wanted to convey the key features of the product - sustainability, craftsmanship and luxury. I made sketches, based on the research and what the client wanted. Three of these concepts I created in Illustrator where I explored different versions and styles. Ultimately my team members helped pick the two final digital concepts to present to the client. The client chose the modern logo inspired by the patterns in the product Palmrug.

This was a really collaborative process, and I was fortunate to work with people who showed up with skills and were willing to give their all, especially since much of the collaboration took place online.

Software used in this project: Illustrator, InDesign, Photoshop and Adobe XD.

The Marketing Implementation Strategy was written and researched by me and my team. I was in charge of designing and assembling the final pdf.

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