CULTURE HUSTLERS
BRAND STRATEGY
CLIENT:
Culture Hustlers
Online Artist Community Membership
Tulsa, USA
2 Months
Culture Hustlers is an online business school for creative entrepreneurs that differentiates itself from traditional BFA or MFA programs by offering hands-on learning experiences. Their goal is to support creative small businesses, push limits, and dispel the myth of the starving artist.
Their goal was to engage artists and potential customers on social media with bold and
cohesive branding.
INSIGHT:
As creatives, we are constantly being pitched ideas. How can Culture Hustlers present as more authentic?
OPPORTUNITY:
I established a cohesive brand identity and assisted the Founder in identifying the brand's voice and tone. This involved narrowing down customer types, finalizing font, color, and photo treatment choices, and creating templates that the Founder could easily use with any designer or independently.
IDEA:
I developed an iconography system and commissioned abstract watercolor and acrylic paintings to enhance the color system and add texture and depth. In addition, I created a comprehensive social media strategy that included customer profiles, standard operating procedures for the brand and
a brand, social media, and design style guide.
ART DIRECTION /
GRAPHIC DESIGN /
SOCIAL MEDIA STRATEGY:
DESTINY WASHINGTON
CONTRIBUTIONS:
- PRESENTATION DESIGN
- BRANDING DESIGN
- OOH ADS + DIGITAL DESIGN
- Social Media DeSIGN
- Brand Style Guide
- Design STYLE GUIDE
- SOCIAL MEDIA STYLE GUIDE
- Customer profiles
- marketing research
- standard operation procedures for marketing
- iconography
- ART DIRECTION
Showcasing authenticity was a priority for the brand, so I incorporated commissioned watercolors with authentic textures, brush strokes, and brand colors. The added depth to the colors and designs ensured consistency throughout each stage of the rebranding process.
The client/founder's primary focus was to have an appealing and visually attractive social media presence, as it was Culture Hustler's primary marketing and outreach tool. In creating the social media style guide, we prioritized accessibility and ease of replication, ensuring that rules and visual associations were kept in mind at all times.
The tagline was a result of collaboration between myself and the founder and was utilized in the 2020 Instagram marketing campaign - which highlighted using Culture Hustlers for community and togetherness during quarantine.
Social media posts were the primary focus of the rebrand. I created over 50 potential graphics and posts for the founder to utilize primarily on Facebook and Instagram, including in advertisements.
Here's an example of one of the commissioned watercolor/acrylic abstract paintings that I used in the brand strategy and design makeover. I curated and selected each commissioned piece to ensure visual cohesiveness and consistency in style. Additionally, I provided written briefs for each artist/creative involved and oversaw the meetings.
Here is another example of one of the commissioned abstract watercolor/acrylic paintings used in the brand strategy and design makeover. I carefully curated and selected each piece to ensure visual cohesiveness and style consistency. I also provided written briefs for each artist or creative involved and oversaw the meetings.
This is another example of the commissioned watercolor/acrylic abstract paintings used in the brand strategy and design makeover. I carefully curated and selected each commissioned piece to ensure visual cohesiveness and consistency in style. I also provided written briefs for each artist or creative involved and oversaw the meetings.
Here's a brief summary of the brand and style guide document I provided to my client upon completion of the project. It included iconography, hex colors, logo variations, as well as do's and don'ts for visual identity based on the platform.
As the marketing leader, I aimed to provide more than just visually appealing work. I ensured that the project was grounded in business sense by conducting in-depth research, developing strategy, and creating detailed customer profiles. These steps were established in strategy meetings with the founder prior to the conceptual phase.