This week, Abi and I focused on developing the brand identity for our project, exploring a range of potential names and directions through collaborative brainstorming. We previously centred our focus on interviews with mentors and gathering insights, so moving into branding allowed us to begin translating those insights into a tangible concept, helping define how our service should feel, communicate, and be perceived. This step was key in shaping a clearer vision for the project and aligning our ideas around a cohesive direction moving forward.
We explored a wide range of branding directions to identify ideas we could develop and combine into a cohesive identity. This included investigating typography styles, colour palettes, and name options, allowing us to understand how different elements could shape the perception of our service. Through this process, we quickly aligned on a name that reflected our core intentions. We agreed that the brand should feel approachable, clear, and informative for individuals leaving prison, and used this as a foundation to guide the development of our overall brand identity.
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This stage was crucial in translating our research into a clear direction, allowing us to align on a brand that feels both purposeful and relevant to our users.
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As shown above, this mind map captures the breadth of ideas and directions we explored during our branding process, bringing together initial thoughts around naming, visual style, and overall tone. It allowed us to quickly visualise connections and identify the strongest concepts. From this, we were able to refine our approach and finalise key decisions, including our chosen name and type direction, alongside early ideas for a logo. These outcomes provide a solid foundation that we can continue to develop and evolve in the next stage of the project.
During this stage, we explored potential names such as Turning Point and Anchor, using our mind map to connect ideas around tone and direction. While Turning Point communicated change well, its existing associations made it less suitable, and although Anchor suggested stability, it felt too simple. After seeking feedback from our lecturers, Kyle and Paul, who shared similar views, we were encouraged to pursue a name that felt more approachable and intuitive. This helped us refine our direction and move towards a more considered, user-focused brand identity, alongside developing initial ideas for type and logo design.
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Name exploration, supported by feedback, helped us identify the importance of choosing an approach that feels both meaningful and intuitively accessible to our users.
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We decided to take this feedback forward and move ahead with the name Anchor, as it felt most aligned with the core aims of our project. The name reflects ideas of stability, support, and grounding during a transition period, which directly connects to the experience we want to create for our users. It also felt more approachable and intuitive, helping to communicate our purpose clearly while providing a strong foundation to develop the wider brand identity.
Once we had established a name and identity for our service, we developed a final mock-up of the Anchor brand. The outcome feels strong and considered, clearly reflecting the core values and purpose of our service while maintaining a tone that is approachable and supportive. It effectively communicates what the service stands for and feels well suited to the audience we are aiming to engage, providing a solid foundation for further development.
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We created a final Anchor brand identity that feels clear, supportive, and suited to our audience.
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With our brand now established, we are in a strong position to further develop our service and begin exploring both physical and digital offerings that align with this identity. It provides a clear foundation to guide how our services look, feel, and function, allowing us to create a more cohesive and considered experience moving forward.
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In this week’s meetup, I feel positive about the progress we’ve made as a group. We have successfully developed a strong and cohesive brand identity that aligns well with our project aims and the audience we are designing for. It feels visually appealing and purposeful, giving us confidence in how we present our concept. Moving forward, we can now focus on implementing this identity into our service and preparing it for our panel presentation next week.
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