General 2 — GarrettFitzsimmons

Variable Branding

This project was created to demonstrate my ability to design across mediums and verticals. Scroll down to learn more and see deep dives into these designs.

Project Goal

The goal of this project was to show that a good designer can design across any vertical and style.

To me, design is a verb, and the process greatly informs the product. I lead my projects with research and by designing to the problem. This project represents my willingness and flexibility to design for any vertical/style.

Key Challenges

A portfolio is often the sum of a designers whole career and education.

Showing the range and flexibility my design process without having to create an entire media library for each “brand”. I don’t want to be boxed in by my career and the pieces I’ve been allowed to create, but rather driven by a desire to create the best designs possible with the most impact.

One vertical I haven’t been able to touch much during my career is beauty/home. I designed this first iteration of the variable brand lorem to show my willingness and eagerness to work in this industry.

Beauty / Home

My Take

To me, though beauty is a crowded industry with a lot of noise, there’s always room for a well-executed, visually compelling but simple brand. This piece focused on the dark and light juxtaposition, lush greenery and angular typography. LOREM Beauty Company would be focussed on it’s lush products, natural ingredients, and consumer-focussed delivery.

One vertical I see in need of designers is the outdoor/apparel industries. While their designs are often simple and focussed on photography, I believe their is room to elevate their branding and style.

Outdoor / Apparel

My Take

Many designs and advertisements coming from companies like REI, Patagonia, North Face, and similar, is dominated by their photography and video.

While this is a huge part of good design, I think there is more powerful branding, typography, and copy that can elevate the designs in this vertical. To me, Lorem Outfitters would be between John Deere and Patagonia in terms of positioning.

While I’ve done a large amount of corporate design, I wanted to show my ability to elevate existing branding and bring creativity and impact to my pieces.

Financial / Corp.

My Take

While simplicity and professionalism are obviously important, one of my core beliefs throughout my career has been that corporate doesn’t have to be boring.

Even a corporate professional wants impactful content on linkedin and the internet. They see hundreds of ads that lack visual interest, effective copy, and any meaningful aesthetic. I believe that through good process and execution you can be different while still maintaining professionalism.