MY ROLE
Utilizing assets generated by the 3 Headed Monster team, I created visual standards based on the clients request for an easy digestible brand guidelines system. I created the layout, information text, logo guidelines, color usage rules, and type standards. Additionally I named and created new variations of the mascot.
CLIENTS ASK
Hello! Carwash needed a way to unify their brand look and feel across a quickly expanding franchise. The creative began to stray away from a unified brand look as they brought on new marketers at each location.
DETAILS
Hello! Carwash, located across the DFW area, was a valued client during my tenure at 3Headed Monster. Years earlier, the creative team at 3HM developed the original logos and full-body mascot, providing the brand with a strong visual foundation.
Following the establishment of their brand identity, Hello! Carwash approached our agency again with a request for a streamlined visual guideline system to facilitate the design process across their rapidly expanding business. I transformed the existing assets into a comprehensive set of guidelines to ensure a cohesive brand image and simplify use across various applications. Additionally, I provided photography recommendations and expanded the mascot system to enhance brand consistency.
The challenge was to present these guidelines in an accessible and easily digestible format for the marketing teams. By meticulously organizing the pre-existing assets, I crafted a set of guidelines that offered clear direction on logo usage, typography, photo recommendations, mascot usage rules, and ADA-compliant color systems.
HELLO! CARWASH
AGENCY:
3Headed Monster
YEAR:
2022
TOP
The logos were developed before I joined the 3HM team. I took these pre-existing assets and created guidelines to help the in-house design team and marketers at Hello! Carwash better utilizes its brand assets, keeping its look and feel consistent with what the 3HM team had originally envisioned and creating standards that could be shared between Hello! franchise locations.
Similar to the logos, the mascot was created before my time at 3HM. I searched through all of the brands media and found every way the company had altered its appearance to create guidelines on its use. I also developed new illustration variations based on how I saw the Hello team utilizing him in marketing materials. During my research, I noticed he did not have a name. I came up with Sam Sudsly and developed a personality for him to help the team better understand the context of his use.
BELOW
ABOVE
The 3HM team curated the type and colors, which were already strong. However, I utilized my knowledge of ADA (the Americans With Disability Act) standards to create color and type usage guidelines. I also made names for all of the colors to give the Hello! marketing and design teams a more accessible point of reference when discussing their brands' colors.