Visual Aesthetic – Building A Brand, Ep. 4

Visual Aesthetic – Building A Brand, Ep. 4

How do you define the look of a brand? How do you come up with a visual aesthetic? How do you communicate those ideas to your clients? What are Stylescapes?

In episode 4 of Building A Brand, Blind’s team of designers – Sang Chung, Emily Xie, and Minhye Cho, use the references they brought together in episode 3 to create Stylescapes. These visual interpretations of the brand will give the client the opportunity to see a curated collection of images, typography, and textures that will allow them to further hone the look of Hamilton’s rebrand. Matthew and Ben will direct the three of them as they refine their stylescapes, and prepare for a trip over to Hamilton Family Brewery to present them to Josh and Crysten.

🎬 Episode breakdown:
00:46 – Previously On
01:15 – What Is A Stylescape?
02:09 – Designer, Emily Xie, presents her first pass
03:32 – Art Director, Sang Chung, presents his first pass
05:04 – Designer, Minhye Cho, presents her first pass
05:57 – Sang’s revised Stylescape
09:05 – What we look for in a successful Stylescape
09:54 – Emily talks about her first revised Stylescape
12:11 – Emily shows an alternate version of her Stylescape
13:59 – Min presents her updated Stylescape
17:14 – Min presents a new Stylscape that goes in a different direction
19:23 – The presentation strategy after the final review
21:17 – Matthew goes to pick up the printed Stylescapes
22:07 – Chris Do, Blind’s founder, decides his favorite Stylescape
25:14 – On the next episode of Building A Brand

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A note on Stylescapes:
The “Stylescape” (mood board) is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.
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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
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