Client Brief Alternatives Document.

If you would like to follow the Sushi Club client brief then please follow that brief included in the course.
I created these based on my students’ desire to do a wider variety of branding and logo design projects for
different industries and client types. I came up with an array of various mock companies ranging
from small one-person operations to larger corporations. Feel free to modify these in any way for
your own projects.

Disclaimer: You are free to use these briefs to help you build projects for your growing portfolio. These briefs were built using
a series of client answered questions. These are mock clients and not real clients. I researched and googled the various names I
came up with for each mock client to make sure they are not trademarked or used by another company. Of course, google is not
perfect, so I cannot guarantee that the names used are not trademarked somewhere, somehow, but you should feel free to use
them for personal use for your portfolios unless told otherwise.

Client #1
Size: Small Startup
Industry: Food Product/Gluten Free

What is your company name and how you would like it to appear on your logo?
FreeDoh Bakery

What industry are you in?

We are in the food industry focused on producing safe gluten free food products for those who
are avoiding gluten. Gluten is a protein commonly found in wheat that can cause autoimmune
reactions in a small portion of the population. It has also been shown to cause gastrointestinal
effects on people even those not effected by the autoimmune debase called celiac. We will start
off offering a gluten free pizza dough, cookie dough and cake mix kits. We hope to expand to
other products in the coming year.

What is your unique selling point of your product?

The obvious unique selling point is that all of our products are certified gluten free by the Gluten
Intolerance Group's Gluten-Free Certification Organization (GFCO). That means our products
are rigorously tested to ensure there is no cross contamination with our ingredient sources.

Who is your Target audience?

We will cater mostly to those who need to avoid gluten in their diet and also those who choose to
avoid it because it just makes them feel better. We will have our products mostly in smaller food
markets and chains until we can get our product in bigger grocery markets. We will mostly target
those who are actively seeking gluten free products so the importance of being certified will be
important in our packaging. We will target those of all ages.

What is your price point?

I would say we are about average compared to other gluten free products. Naturally, to create a
true gluten free product it takes more manufacturing expertise, testing and time, so our price
point overall is about 20 percent higher than a comparable product that is not gluten free. Most
consumers who have been actively buying gluten free products will already be used to this
higher price point.

Style Preferences?
We are new players to the industry so we have not really defined our style yet (and it is why we
need your help)! We source organic ingredients when we can and with our certification I see a
need to present ourselves in a really homegrown way. I think this brand has a style that we enjoy,
though we want to have our own unique flair.

https://www.behance.net/gallery/80364643/Belong-Organics?
tracking_source=search_projects_recommended%7Corganic

https://www.behance.net/gallery/80210907/Organica?
tracking_source=search_projects_recommended%7Corganic

A big issue with our brand visuals is that we want to make sure we look trustworthy, as gluten
free products need to be seen as honest and truly gluten free. Whatever style will instill trust and
stability.

We also think it can be hard to stand out as a gluten free product (it is a crowded market these
days) so we found this look really “eye catching.” It does not have to use geometric shapes or
anything, I just liked how it was easy to see from a busy story shelf.

https://www.behance.net/gallery/91312747/Gurmedenal-Branding?
tracking_source=search_projects_recommended%7Corganic%20product

I know those all look like different style directions and we hope we did not confuse you. We are
hoping you can provide us with some different examples so we can pick an overall direction
before we continue further. Does that help you?

Words or phrases you think of when you think of your Company?

Trustworthy
Certified
Homegrown
Freedom in eating foods that are safe for me
Clean
Guilt Free Indulgence (As most of our products are focused on savory foods)

Outside of the logo what else will you be needing?

We would love to see how the brand might look on a package design. We will be doing cake mix
boxes, flour bags and plastic packaging to contain our pizza dough and we have still not settled
on a package shape. We need a social media campaign to help push our product launch as well as
a small table banner or stand up banner we can have at our food sampling stations. Of course
seeing our product on other things like t-shirts could never hurt!
Client #2
Size: Medium
Industry: Boutique Hotel

What is your company name and how you would like it to appear on your logo?
The Modern - Luxury Hotel and Spa - New York City

What industry are you in?

We are a 20 room boutique luxury hotel located in New York City, New York. Our location is
just two blocks away from Central Park in a very quite reserved part of the Upper East Side. We
also offer a luxury spa retreat center where guests can enjoy a full day spa treatment as well as
overnight accommodations. We will also offer room service with a limited spa and 24 hour food
menu.

What is your unique selling point of your product?

Boutique hotels are a bit different in that we can be a bit more expressive and tailor to a specific
audience and lifestyle. Our hotel features modern design throughout including the lobby and all
20 rooms. Each room has a different colored theme where one color dominates a room. Our
modern interior design style is similar to what you see here below.
https://www.pexels.com/photo/interior-design-of-home-1643383/

The color themes are similar to what you might see here in this example…

Green
https://www.pexels.com/photo/two-female-and-male-sketch-drawings-on-wall-2067638/

Gray
https://www.pexels.com/photo/gray-dining-table-under-pendant-lamps-3356416/

The colors are dominant, but in no way overpower the room, leaving guests relaxed. We want a
place that values BOTH comfort, style and has a unique experience.

Who is your Target audience?

Our guests will mostly be working professionals who are traveling for pleasure or for work. They
need to be close to the city center but they do not want to mess with all of the hustle and bustle of
mid-town New York City. They want to have a retreat for themselves and their colleagues at the
end of each day. Many of our guests will be attending meetings and conferences through the day.
Our spa will be open every evening for those wanting to come and enjoy a treatment before they
retreat back to their color themed rooms. We want this to be an experience as well as a place to
rest.

What is your price point?

Our rooms average $400-$800 dollars per night on average (and higher during the holiday
season). This is more of a mid-range room price for Manhattan and would not be considered a
high-end price point.
Style Preferences?
As mentioned before we have a very unique offering with our modern interior design and color
themed rooms. We would love color to play a big part in our brand as that is what sets ourselves
apart style wise. We also want to show off our modern sleek look with simple lines and structure.

Words or phrases you think of when you think of your Company?

Unique
Colorful
Retreat
Relaxation
Sleek and modern

Outside of the logo what else will you be needing?

We would like to see our brand as a magazine ad in a lifestyle magazine of some sort. We want
to see how potential advertising can look like. We will need signage for our hotel on the outside
as well as room signage like door signs and other hotel related print items. We would love to see
how our brand can extend to our spa menu too. Really we would love to see it in a variety of
ways!

Client #3
Size: Large
Industry: Airline

What is your company name and how you would like it to appear on your logo?
Tru Airlines

What industry are you in?

We are a low-cost regional airline that has routes that serve the southern United States.

What is your unique selling point of your product?

Our value is a unique selling point. We are one of the most affordable options in the southern
United States. We keep our costs super low by adopting a no-frills service but also still providing
a positive safe experience.

Who is your Target audience?

Most of customers are looking to get to desired destinations for the lowest price possible. We
find most of them on travel websites when the search for the lowest price ticket for a particular
route. They are more concerned with savings than luxuries. Most of our customers are younger.

What is your price point?

Answered in the above statement.
Style Preferences?
We have a young, cost-conscientious audience so we tend to think a brighter more fun look
might be best suited for us. We want something that can easily adapt to the plane fuselage and to
social media. We plan on spending almost 100 precent of our ad budget on social media to try to
land our customers where they spend the most time. We hope to merge quirky and fun in a
humorous ad campaign.

Words or phrases you think of when you think of your Company?

Affordable
Trustworthy
A Great Value
No-Frills Service
Easy going, fun and casual
Tru (true) and honest

Outside of the logo what else will you be needing?

Obviously, being able to see it translate to our plane design would be fantastic. Also being able
to see how our brand would look on these various social media ads would be insightful. We will
need all sorts of materials like napkins and cups for food service, etc.

Client #4
Size: Small/Solo Entrepreneur
Industry: Financial Advisor

What is your company name and how you would like it to appear on your logo?
Tim Worthington Financial Advisors

What industry are you in?

I am an independent financial advisor who caters to clients with a mid-range net worth
($250,000-$1,000,000 in total investable assets). I provide financial advice and money
management for my clients.

What is your unique selling point of your product?

I tend to be very hands-on with my clients spending more time than most financial advisors in
our quarterly meetings. I only have an administrative assistant to help me with appointments and
do not plan on hiring other advisors in order to maintain that personal connection with my
clients. I would consider myself more small town than big city in terms of my style of working
with my clients.

Who is your Target audience?

My clients are mostly regular families who have been able to save and maintain a nice
investment portfolio and are ready to let someone handle it for them. These families did not
come into money they just slowly saved their money working normal, regular, sometimes even
blue collar jobs. They have done a good job at saving but really are confused when it comes to
investing the money. That is where I come in. I find most of my clients are middle-aged or older.
Men tend to approach me first if it is a couple, although I have several clients who are women.

What is your price point?

I am fairly reasonable with my rates. I have a simple 1.25% annual advisor fee which is fairly
competitive.

Style Preferences?
I am not really sure how to answer this question. I am a fairly traditional man who would prefer a
more traditional looking style. I want people to feel comfortable with me. I want it to be a style
that does not look too expensive or exclusive. I want to focus on being relevant and a family
man.

Words or phrases you think of when you think of your Company?

Honest
Relational
Traditional
I take the time to get to know my clients
Care

Outside of the logo what else will you be needing?

I need to be able to send out lots of official documents so having a nice formal logo to use with
my full name would be nice. I have been doing this for over 20 years so an established date (est.
1999) would be nice to have somewhere on an official formal logo to show that I have been in
business for a long time. I would also need business cards and letterhead. I also would like to
give away mugs and pens to my clients as gifts, maybe even a sweater?

Client #5
Size: Startup
Industry: Lifestyle Brand

What is your company name and how you would like it to appear on your logo?
Alexandra Bliss - Tagline: World Inspired Wear
What industry are you in?
I am wanting to start lifestyle brand that focuses on products inspired by my world travels. I will
be mostly selling things you would need when traveling like clothing, hats, glasses, scarfs,
watches, passport holders, bags, luggage and more. Alexandra is my first name and the word
Bliss was used to denote how I want my products to make people feel. I would love this brand to
be flexible and to be able to be used on a variety of products.

What is your unique selling point of your product?

I am a successful Instagram influencer that has gained over 600,000 followers by showing them
my solo traveling adventures. When I travel there are just certain things you hold dear, like the
things you travel with. You are alone traveling the world so your bag and your things can
sometimes be your closest companion and having the right gear can make you feel better and
more equipped for your travels. Our products will have a similar style to the following examples:

https://www.pexels.com/photo/women-s-white-and-brown-floral-dress-1805412/

https://www.pexels.com/photo/photo-of-wicker-bag-and-straw-hat-on-top-of-the-sofa-2766335/

https://www.pexels.com/photo/woman-wearing-white-and-black-striped-shirt-and-brown-leather-
handbag-2334908/

A few examples of the types of travel photos I post

https://www.pexels.com/photo/woman-soaking-on-the-swimming-pool-3225531/

https://www.pexels.com/photo/rear-view-of-woman-standing-on-beach-307006/

https://www.pexels.com/photo/woman-laying-down-on-bed-inside-room-2417842/

We use organic cottons, high quality materials and everything is handmade in the country that
inspired it. For instance we will use only Egyptian cotton for our scarves featuring our Egyptian
inspired pattern. We use genuine Italian leather for our travel bags that were inspired by Rome
and Milan.

Who is your Target audience?

We target mostly young ladies who have aspirations for travel or who are already travel mavens.
They are the adventure seeking bunch who thrive on traveling to exotic locations. These women
are dreamers who take time to making their magic adventures reality.

What is your price point?

I would say our products are a bit more expensive than comparable products, simply because we
spend a lot making sure our materials are crafted by the country that inspired them. With fees of
importing those goods for manufacturing it can keep the price point a bit higher but the quality of
the product is noticeable and worth the added cost for our selective potential clientele.

Style Preferences?
I have a lot of opinions on style! I want this brand to reflect my own passions and style. This
would be a more casual look that focuses on comfort and personality. I am going to post a few
examples of things I like:

https://unsplash.com/photos/wWZzXlDpMog

https://www.pexels.com/photo/woman-in-white-dress-sitting-on-brown-wooden-chair-5473288/

https://unsplash.com/photos/dnstpPqCBbw
I like the copper color here and the serif typeface

https://graphicburger.com/window-signage-mockup-2/
I like this typeface as well
I am not entirely sure whether I want a hand script typography or something more traditional like
a Didot type serif typeface. I would love to see both so I can see which style direction I like
better.

https://graphicburger.com/gold-foil-b-card-mockup/
Script example that I like

I am thinking lots of good neutral colors like creams, off whites, grays and tans to reflect comfy
cottons, leathers, linens and other soft materials used throughout my products.

Words or phrases you think of when you think of your Company?

Passion
Travel
Personal health
Relaxing
Dreamy

Outside of the logo what else will you be needing?

I need to get branded product tags for my clothing, scarves and bags. Eventually I plan to design
and sell iPhone cases but I’m not there yet so it would be neat to see the brand extended to lots of
different products. I also want to see what a website landing page could look like with my logo
on the top. I would love to see the logo placed on a leather bag.