Creative Process Study 18

05.09.2011 / Project: wanderlust

Foreign Policy Design Group

Brief and Vision

wanderlust is a design boutique hotel by Singaporean hotelier Loh Lik Peng. This hotel targets travelers who not just understand & appreciate design but are curious and interested in engaging & immersing in new experience. Each floor is designed by a different designer who was given free creative reign to design the rooms.

We were tasked to create a quirky and fun brand that is synonymous with the ideas and experience of travels and journeys, of the process of discovery, of that innocent dream-like feeling. The vision of the hotel owner has always been grounded by the history and surroundings of his property. Since each floor is designed by a different designer, the floors all look & feel very different. Our challenge is to achieve a cohesive voice and unity through the branding and identity. A voice which will also augment the ideals and creativity of the project yet still preserve the honesty of the meaning of “wanderlust”.

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One Year of Processed Identity (Time for Change)

04.14.2011 / Author: Steve Zelle

Processed Identity is a highlight of the past year for me. I love running the site, meeting contributors and being involved in the discussions around the creative process of logo and brand design.

A year was also long enough to know I needed to make some changes.

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Creative Process Study 16

01.10.2011 / Project: Big Design Challenge Cornwall

Dion Star


I am an independent Designer, Art Director & p/t University Lecturer at University College Falmouth.

Dott Cornwall is part of a program of events developed by the Design Council, driving design-led solutions to economic and social challenges throughout the UK. The Design Council, Cornwall Council, University College Falmouth and Technology Strategy Board have partnered to deliver the Dott programme throughout Cornwall and the Isles of Scilly during 2010 & 2011.

SEA Communications, an emerging social design agency where charged with delivering DOTT’s final showcase project, a community design challenge. I was invited to come on board to provide some creative direction and to develop the identity.

My first task was to present an overview of the Design Challenge objectives & strategy. What were the areas of debate, themes and insights? This initial overview became the working brief for the identity.

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Creative Process Study 15

12.01.2010 / Project: Nossi College of Art

Bruce Stanley

One of the first tasks that I was asked to accomplish when I came on board at Nossi College of Art was to look at their brand identity change and its process, which was already underway. Nossi was in the middle of a rebranding campaign and was struggling with some decisions that would help them establish a new perspective in the market. In the past the brand had suffered from some negative growth experiences and—after 37 years it had one more chance to be new again.

Nossi is actually the name of the woman who founded the school, teaching right out of her home after immigrating from Iran. She believes everyone should have the chance to express their creativity and she became devoted to educating those wanting to explore their opportunities in art.

Today, the school has just built a 55,00 sq. ft. creative oasis in Nashville. Complete with state-of-the-art technology and environmental upgrades the facility is truly a place conducive for creativity. Offering Associate and Bachelor degrees from Graphic Design and Illustration to Photography and Videography, it is an art college to be reckoned with.

The existing mark was dated and didn’t portray the college as a serious institution.

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Creative Process Study 14

11.01.2010 / Project: BevReview


We were commissioned by the founders of the drink aficionado website,, to design a new identity. The logo would be used primarily on print collateral and eventually a redesigned website. To decide on which symbols were relevant for this project, our team did a significant amount of research and interviews with the owners of the company, to get at the guts of what BevReview is about — its mission, if you will.

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Creative Process Study 13

09.20.2010 / Project: The Gambrinus

Pierini Partners

In this article, Adrián Pierini, designer and CEO of this prestigious Argentinean agency, tells us about the process that led to the new image of an emblematic icon of the most important beer company in Bolivia.

How can we alter a company’s tradition? How can we modify an image that synthesizes one of the most well-known icons for the Bolivian people? The analysis, talent, creativity and, above all, the respect for the existing values were basic requirements when we started such a challenge.

Adrián Pierini has done several branding developments for leader products of the mass market, not only national but international as well. So, as soon as he started this project, he understood that it would be more transcendental than just a simple aesthetic change.

In this occasion, it would not be a product that would be changed, but the core of a brand, which has emotional connotation.

For the Bolivian, CBN is something to be proud of. It is a hundred-year-old company that has gained respect and admiration in all the territory.

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