Brand Personality Workshop Kit
Week 60 of Founding Typogram
Hey friends! This week's issue is a re-run of my very first issues, written when I just quit my job at Adobe the previous week and started working on Typogram for the third day. I was still at my old apartment in Queens, where I laid these brand personality cards on the floor and recorded these gifs that I am about to share in the following article. It recalls good memory of the past time — the heyday of starting a new adventure and the excitement it ensued. It also reminds me of why I started to work on Typogram — it is to introduce a good design process to new people, a process that is laid on a solid foundation, tried and true. I hope you enjoy it as much as I did while working on it.
A brand personality is how you would describe a brand as if it were a person. For example, if Coca-Cola were a person, someone may describe it as lively, youthful, and vibrant. These adjectives are Coca-Cola’s brand personality.
How to choose brand personalities from a list of adjectives? My co-founder Hua Shu created a workshop kit to help your team pin down brand personalities in 3 fun & easy steps. It is best to do this workshop as a group exercise with your cofounders.
First, let’s do a little arts and crafts project to prepare brand personality cards. Make sure to print out the card sheets double-sided. The front side has the card’s designs. The backside has cut lines and fold lines.
We need to cut through the solid lines first. You can use scissors or a knife.
I, on the other hand, cut with magic, so easy…
Now, onto the folding…
Our workshop is open for business! I will create brand personalities for an imaginative company that provides post-retirement travel tours. This creative prompt is inspired by a reader’s question from yesterday. Step 1: choose 10 cards from the pile that matches your brand:
Step 2: flip the cards to side B, where you will see logo examples of that brand personality, use them as visual clues to see how each brand personality translates to logos, and then narrow down from 10 cards to 7 cards:
Step 3: switch the cards to side C, where we have hand-picked a few typefaces that express that brand personality.
Do you see any typeface that caught your eyes? Narrow down again to the final 5 brand personalities.
Congratulations! Workshop success! Our imagery retirement travel company has these 5 brand personalities: Adventurous, Peaceful, Relaxed, Vibrant, and Warm!
Hear from You
You can get this physical kit in printable PDF form, as well as in Google Slides form for free on workshop.typogram.co! If you enjoyed it and want to support me, I have also made this into a Notion template for sale on Gumroad. Let me know what you think of this brand workshop. If this workshop can be helpful to someone your know, please share this newsletter with them!
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