In this section, I am going to find the name, identity, design and other aspects of the brand.
The Targeted group for this project freelancers, but I wanted to focus on a younger demographic as this idea is best suited towards younger inexperienced designers, So I got ChatGPT to write a little user persona with my research in mind and then I designed it:
With this persona in mind, I wanted something rough and gritty, something that would interest a younger designer as well, something I would think about further into the development and mood-boarding
For this I sketched a small MindMap to come up with some words
I really like the name flow as it means In positive psychology, a mental state of complete absorption and focus in an activity. It is often described as "being in the zone". I think this fits my idea perfectly, as designers can stay focused in a “flow state” as the agents can focus on the nitty gritty boring stuff, also means I can use the taglines “Grow with Flow” and “Go with the Flow”.
For the identity I did a Moodboard on Pinterest to garner some ideas and inspiration
I really love this one particular gif shown below, I feel that it would work well for Flow to show different views and designer skills by changing the design of the logo whilst keeping the text, reverting back to it’s original logo.
I also love the look and typography of the stamp image and the typewriter image, My perspective on this would be the agents doing the nitty gritty chore work, the design would convey that, they take care of the “Boring” work like paperwork (Which was done with typewriters and stamps back in the day, which back then was boring but now it is considered vintage) whilst designers can focus on what they love. I also love the idea of a gritty typeface and design, similar to grunge or skateboarding design, A young designer often makes mistakes, produces scuffed work and they are not perfect, and I want my design to resemble that.
I decided to sketch some ideas for the logo
I like some of these so I decided to design them on Figma