Building a Brand
TheSkapoos Workshop
Step 1: Creating a Logo Sketch
To begin the brand launch for TheSkapoos Workshop, a logo was needed. After communicating with the client, he provided a sketch outlining his vision for the logo, including the desired aesthetic. The sketch also specified the colors and text to be incorporated into the final design.
Step 2: Beginning the Logo Design Process
Once I received the sketch and vision for the logo for TheSkapoos Workshop, I began creating it in Adobe Illustrator. I tested two different logo concepts and presented them to the client. He requested a more realistic and bold aesthetic than what I had initially presented, so I adjusted the design accordingly. I used the Bungee font, various shades of green and gray and an anvil, hammer and spark visuals to bring his logo to life.
Click to Enlarge
Step 3: Product Photography
The client requested that the overall color palette and brand theme consist of greens, browns, wooden textures, metallic elements, and a bold tone. For the photography aspect, I found a piece of wood with the perfect texture to use as a backdrop for the necklaces. Due to the reflective nature of the stainless steel material, several bounce cards were used to control the lighting—both to reflect and deflect light from certain areas of the necklace. With some post-shoot editing in Adobe Photoshop, I adjusted hue, saturation, contrast, and shadow levels. I also cropped all of the photographs to the same dimensions to maintain consistency across the product shots.
Step 4: Creating Business Cards
After finalizing the logo, it was time to start designing the business card. The client requested a split-card design with weaponry pendant accents integrated throughout. He also wanted people to be able to access the website directly from the card, so instead of listing the URL, I included a QR code for ease of use. I kept the information short and intriguing to encourage people to visit the site to learn more.
Step 5: “Thank You!”
When it comes to receiving an order, part of the experience and excitement lies in opening the package—especially with handmade goods. I spoke with the client about this, and he agreed to include thank-you cards as part of the brand experience. At this stage, his primary business goal is to gain exposure, so we addressed that by including an incentivized coupon code with each order and encouraging customers to share their experience and discoveries with others who may enjoy the jewelry just as much.
Step 6: Designing the Packaging
For packaging, I wanted to offer the client multiple options. One is a classic cardboard box featuring TheSkapoos Workshop branding, while the other is a unique pull-out pendant box that we sourced and customized with the brand. One packaging option includes the coupon code along with a message encouraging the purchaser to share the brand with friends, while the other focuses on expressing gratitude for the individual purchase.
Step 7: Building the Website
TheSkapoos Workshop is a product-based business, so an e-commerce website was essential. Using the WooCommerce plugin for WordPress, the development process presented minimal challenges. Based on the client’s requested color and theme palette, I selected colors and fonts from existing brand assets, such as the logo and thank-you cards to ensure a cohesive visual identity across all elements of the branding project.
Step 8: Building a Social Media Presence
As the creation and branding of TheSkapoos Workshop came to a close, it was time to build a social media presence for the brand. This involved setting up an Instagram account called @theskapooswrk and creating several posts to launch the profile.
Step 9: Google Compliant
After creating the complete brand identity and social media presence for TheSkapoos Workshop, it was time to get the website registered on Google. I set up a variety of platforms for the client to track their analytics, including tools such as:
- Google Ads
- Google Merchant Center
- Google Search Console
- Woocommerce
- Mailpoet
Reflection
Creating the brand identity for TheSkapoos Workshop was a rewarding experience. The client communicated clearly and provided honest feedback throughout the review process, allowing me to design everything exactly as he wanted. This was the first real-life brand I helped build from the ground up, developing a stable and cohesive brand identity and online presence. It was also my first time setting up several backend features of an e-commerce website, including Google Merchant Center and Google Search Console. Having gained this experience, I’m now confident I can complete these setups even more efficiently in the future.