Design Brief:
For this project I was tasked with designing icons that represent each of the twelve brand archetypes. These Icons were designed as part of the visual language system within the Totem Design in-house brand.
Process:
As with all of my design work, the process begins with analysing the brief. The design work needed to be: On brand, concise, playful, and consistent. I also did some light research on what semiotics are best to use for each archetype. Once this is done I can begin sketching concepts before following through on the design.
Application:
The icon set are now used in presentations and videos that explain how Totem use brand archetypes in their work.
I designed an archetype wheel to go with the Icons. I am also responsible for the motion graphics in the video attached in this case study.
