Makers Hands

A complete branding process to make Makers Hands a big brand.

The challenge

Makers Hands is an agency that connects independent makers and artists with art lovers. This way, art lovers can commission custom-made art and find the right maker/artist through Makers Hands. It is up to us:

"How do we tell the story of Makers Hands as simply as possible towards the two different audiences? And how can we further professionalize the brand to make it attractive to investors?"

Getting started

At an early stage, we conducted an analysis of the brand. This provided a clear picture of the brand's problems and areas for improvement. These problems were as follows: there was not yet a clear picture of the target audience(s), no guidelines for the brand identity and Makers Hands did not yet have a real visual identity/visual identity.

From this analysis, we started the project. Curious how? Check out the course of the project below:

Brand Strategy:
  1. Target audience profiles
  2. Brand foundation & positioning
  3. Brand story
  4. Name change (extra step)
Visual identity:
  1. Logo & visual identity
  2. Styleguide

Target audience profile and brand foundation & positioning

With a number of brand strategy sessions using the branding canvas, various checklists and critical questions, we gathered the right information to bring the brand foundation and target audience profiles back into focus.

With a clear picture of the brand and the target groups, we were able to make much easier and faster progress during the project. Brainstorming became easier, we came up with creative solutions quicker and it became easier to talk about the brand and the target groups together with the founders. Finally, we summarised the brand foundation and the target groups briefly and powerfully in an editable online document and shared this with the owner.

A mockup showcasing two target audience profiles
With clear target audience profiles, it is much easier to determine your strategy

Brand story

Writing and devising the brand story and the messaging went extremely smoothly. This was partly because the brand foundation and the target groups were described in detail. Within no time, the new brand story and the unique pay-off were created: The Makers of Tomorrow.

Name change

Before the brand was named Makers Hands, it was called Bespoke. However, this name no longer covered the load. In addition, the name Bespoke was also used by other companies, which could cause problems in the future.

Since the brand had not yet gone 'live', this was an excellent opportunity to come up with a new name. So we went into a brainstorming session and came up with the new name together with the founder: Makers Hands.

A visual explanation of the Makers Hands logo

Logo & visual identity and and style guide

After an extensive style study and a number of sketches, a number of geometric shapes emerged immediately. These shapes fitted well with the new brand identity and could be used in all elements of the new visual identity . Thus, the symbol of the new logo could be built from these shapes, as well as a number of background patterns and layouts.

An animation showcasing a series of social media posts

After establishing these shapes, we went to work making some sketches for the new logo, layouts and some expressions and presenting them. During the presentation there was a very enthusiastic response and with some tweaks the new visual identity of Makers Hands was created.

A mockup of the styleguide and a few standalone pages
With this colorful new visual identity , Makers Hands is going to stand out in a big way!

Thom and Maarten clarified our target audience(s), proposition, brand and story and translated it into a quirky, creative and decisive brand. Thanks gentlemen!

Vera Seegers

Makers Hands

Results we've achieved

A clear brand story and clear messaging

Creating a clear image on the target audience makes it easier to target the right people with new campaigns, promotions, events and other communications.

A striking and recognizable visual identity

With clear guidelines, the brand can be presented consistently. As a result, the brand will be recognised more quickly and new content will be easier to create. 儭

The details of the project

What exactly did we do for this client, who did we work with and which tools did we use? Good question! Especially for you, we have summed it all up for you!

Project details

Client

Makers Hands

Year

2021

Services

BrandCore and BrandDesign

Team

Thom Peet (brand strategy and design) and Maarten de Vries (brand strategy and design)

Activities

Target audience profile, brand foundation & positioning, brand story, logo & visual identity, style guide and visual identity expressions

Software and tools

Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Miro and Google Docs

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