Fluorescent Brown Girl – Brand Design
If you’re a fan of YouTube, you’ll love my latest brand design project for Fluorescent Brown Girl! I was so excited when I found out Jessica Dunston was starting her own YouTube channel. Not only is she is a good friend of mine, but she’s also a bright and inspiring creative business woman. The name of her channel is Fluorescent Brown Girl and it is funny, enlightening and an all around entertainment to watch. It serves as an inspiration for women to be free, have fun and enjoy life. The channel is filled with lifestyle videos that cover a variety of topics including make-up, fitness, travel and other miscellaneous topics. To put it simply, the Fluorescent Brown Girl is real, fun and made “for the regular smegular young woman who’s figuring out life and finding herself”.
With Jessica’s creative business off to a such great start, it was clearly time to design a brand for her channel. A custom logo and website helps distinguish Fluorescent Brown Girl from similar YouTubers and attract viewers and subscribers. The brand design also included social media graphics to promote the channel and blog. Jessica wanted the visual brand to be simple, chic and sophisticated. She also really loves the color seafoam green, and honestly, I can’t blame her! It looks so good paired with the teal and tangerine colors in the brand palette. You can see just how great it looks in the mood board below.
This mood board is the first step of the project and also one of the most important phases for the brand design. Not only does it serve as inspiration, but it also helps communicate visually with the client, ensuring everyone can see the same vision. Using the mood board as a guide in the beginning sets the tone for the project and can serve as inspiration for the logo design.
I was really inspired by the geometric shapes used in the mood board. The thin and linear qualities of the bracelet reminded me of the style of fluorescent lighting. Using a rectangular shape to mimic this style helped bring the two varying fonts together, while still adding to the concept of the design. Fluorescent lights are lively, vibrant, and often used to attract viewers to something entertaining. This is exactly what Jessica does with her YouTube channel and with “fluorescent” already in the brand name it only made sense to use it as inspiration. A handwritten script typeface paired with a modern sanserif to bring a sense of playfulness and add a personal and feminine touch.
The logo is a combination between chic, fun and simplicity. It’s also ideal for attracting the Fluorescent Brown Girl’s target audience: young-adult, professional viewers interested in lifestyle, beauty, and entertainment. The rest of the brand is developed with target audience in mind and special consideration for the needs of the creative business. Fluorescent Brown Girl is a YouTube channel, so the brand design includes a logo icon to place in the corner of videos. This branded symbol is designed in a variety of colors to ensure the icon is visible no matter what the background looks like. The alternate logo serves to replace the main logo when the rectangular shape doesn’t work or a smaller shape is needed.
Brand Style Guide:
These logos, along with colors, mood board inspiration and other brand elements are brought together in the brand style guide. The purpose of this guide is to put all the visual elements that make up the brand in one place to reference quickly and easily. Having all these elements in one place helps keep the brand consistent, no matter what is being designed. The web design will reflect the brand using colors and typography and the patterns are used in the blog and social media designs.
It was important to Jessica that site’s platform is low maintenance and easy to navigate. Because of this, I knew Squarespace would work best for the project. The platform is fairly simple to learn and allows you to create functional, professional websites. I picked a template that best fit Fluorescent Brown Girl’s creative business needs and customize the site using elements and inspiration from the brand style guide. Once the site was completed, I gave Jessica a tour of the back-end as well as a quick tutorial on how to upload new content to the site. Since the blog was still under construction when the site launched, I created a landing page for viewers to subscribe for the “secret” launch date. This gave Jessica time to work on her posts while still creating interest and engagement for visitors. The background image changes every few seconds, adding excitement to the page and giving visitors a little sneak peek of what’s to come.
It was really important that the website could be viewed across multiple platforms with a responsive layout. Since Fluorescent Brown Girl targets young-adults, it’s highly likely viewers will visit the site from a mobile phone or tablet.
Blog and Social Media Graphics:
Last but not least, an Instagram announcement was created to promote the site launch and blog graphic templates were designed using the brand colors to visually categorize posts. Both graphics help to keep the brand consistent.