Project spotlight

Brand creation and launch project for  luxury retail affiliate website and app.

We devised and launched a new brand identity and associated materials for Cool Track – a website and app that allows the unearthing, monitoring and purchase of amazing things from luxury retailers.

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carter-branding-work-cool-track-original-identity
Overview

The premise of Cool Track is a website and app that enables users to find cool things and keep track of them. Users are then able to purchase their desired items through the website directly from the retailers, earning Cool Track a commission in the process.

The CHallenge

It was clear to the client that their original brand identity really didn’t represent who they were and the type of clients they were looking to attract. They needed an identity that was clean, modern, stylish and strong. The client was particularly aware that they needed a professional yet approachable identity that reflected their strategic direction. This was especially important during their attempts to secure additional third party capital investment.

The solution

The corporate identity design and application project provided our client with a standalone logo and brand assets to enable them to further develop their business.

The subtle use of negative space to highlight both the shape and symbol within it delivers an eye-catching, standalone icon that is bold and subtle at the same time. The angled edges of the T, when matched with the oval shape, creates a C and pulls the eye to view both elements simultaneously.

The result of these two elements is a strong icon that works perfectly with the angled uppercase modern sans serif typeface. Having an icon in addition to the text means that it is flexible enough to work as a standalone icon, wordmark or combination of the two elements in their complete form.

The bright, yet semi-formal colour palette and modern typeface execution ensures the overall identity provides a much stronger appearance for the brand.

We created a suite of documents in addition to corporate stationery, marketing literature and signage. We also provided a range of web and social media assets in order for the company to establish their online presence.

new identity development

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carter-branding-work-cool-track-colour-palette
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carter-branding-work-cool-track-brand-icon-colour
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carter-branding-work-cool-track-brand-mark-colour
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carter-branding-work-cool-track-logotype-colour
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new identity in action

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carter-branding-work-cool-track-stationery
carter-branding-work-cool-track-letterheads
carter-branding-work-cool-track-website-phones
carter-branding-work-cool-track-business-cards-app
carter-branding-work-cool-track-business-cards-app
carter-branding-work-cool-track-signage
Results

Following the initial relaunch of the business with the new identity and supporting materials, the business was in a strong position to move forward.

The application of the brand enabled Cool Track to grow user numbers, interactions and affiliate sales whilst gaining wider exposure. The strength and flexibility of the icon and the individuality that it offers, means that it is instantly recognisable, memorable and when matched with the bright colour scheme allowed the brand to make a greater impact in their sector.

Expertise

  • Brand strategy
  • Concept development
  • Visual identity
  • Creative style[s]
  • Typography
  • Colour scheme
  • Brand guidelines
Deliverables

  • Corporate stationery
  • Marketing materials
  • Brand literature
  • Online development
  • Social media support
  • Signage