This was a branding project I completed as part of my Bachelor of Design.

We were given a range of categories to choose from and develop a brand that fit within this category. I selected to create a brand within the smart cities category. Out of this, AirDesk was born, a brand for an organisation offering flexible workspace solutions in a digital age that uses smart technologies to determine an optimal workspace for each user based on their day’s events and tasks. 

This was an exciting brand to create as it was combining both physical spaces and online technologies, working on the bleeding edge of smart technology.

The process began with research, looking at existing businesses working in this space and then positioning them to identify gaps in the market or a position that works well for this type of business. I also created some case studies on a number of existing businesses. This style of working, moving offices day to day to fit your needs is called Jellybean Working and is a theory of efficient and productive working developed by Philip Ross.

Market research and examples of brand marks for existing companies working in the smart cities industry

Positioning existing orgnaisations and case study of a flexible office space.

After I had researched the existing market and had an understanding of that, I developed a brand model which spoke to the values and identity of the brand, this would later inform the visual design process.

Brand Model for AirDesk

Following the creation of a brand model, it was then time to name the brand.I came up with a lot of names and eventually settled on AirDesk as it best reflected the values of the brand and would market well, it was also available to register in Australia at the time and had a domain available for purchase as well.

Naming process for AirDesk.

Now came time to design a brand mark. I explored many styles and variations of marks and eventually settled on three options which I then created digital prototypes for. After collecting feedback on the effectiveness of each of these three marks, I decided on a final mark and then refined it to become the final brand mark.

A sample of some of the Ideation process for creating a brand mark.

Digital prototypes of three potential marks.

Final brand mark and variations.

The final stage of the project was to create a style guide for how the brand was to be used and design a range of applications for the brand and show how it would be used visually.

Final brand mark and variations.

Brand Applications