Stronghold
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Stronghold is a technology company that specializes in making data storage devices, such as USB Drives and Hard Drives. Stronghold aims to sell its products to a younger crowd, typically 10-16 year olds who are in middle school and high school. They would need these storage devices for anything from saving digital projects to storing essays for class. The idea for stronghold comes from the fact that other flash drives can be vary boring and uninspiring. To solve this problem creating interesting designs that drastically stand out from the competition appears to be the best answer. Stronghold creates USB drives with very fun, medieval, type of illustration that many kids of that age would find fun.
This project consists of creating a logo, developing guidelines for the logo and its parts. One of the most important parts of this project is the packaging and product design that includes creative designs meant to captivate the customer. To advertise this project I created two different posters that have a more sleek style that contrasts the package design in an effort to captivate an older audience who would likely be buying the products for kids. Next is the website for Stronghold that carries a happy medium between the two different styles. Lastly are some additional assets that feature other products that Stronghold could sell and other items executive employees would own.
BRANDING
Research
To find inspiration for the branding for this project I looked for other tech related logos. The majority of them have a “futuristic” feel, making use of things like robots, code symbols or other tech icons. Many logos in the tech sphere have lots of hard and sharp lines like the PNY logo. The Kingston logo is probably the most unique logo on account of its illustration of a head. The illustration definitely makes it stand out compared to the others. The logo also features an uncharacteristic typeface for a tech company but also combined it with a more technology-based typeface. Overall, technology based logos are easy to spot because of their unique characteristics.
Sketches
Keeping in mind the innate characteristics of the technology logos I decided it would be wise to create a simple illustration for the stronghold logo. I kept in mind my decision to create this logo with a medieval aspect in mind. I did sketches of things like shields and swords. At some point I landed on the idea of having a castle be the perfect representation of the companies goals and ideals. The castle is both a symbol of power and safety, both things having a flash drive should invoke. The medieval concept behind the company would call for an ornate serif typeface but the idea of a technology company calls for the use of a sans serif. I think it would be wise to find a middle ground that can both symbolize something that has to do with medieval times and a typeface that can be identified as belonging to a tech company.
Iterations
I choose to pursue the ideas that had to do with the castle, mainly. At first I went down a route that was more about the iconography of the flash drive, having the word Stronghold encapsulated in some lines to try and achieve a flash drive look. Not satisfied with that path I decided to go back to the original thought of a castle with the name Stronghold incorporated. I messed with iterations of the castle illustration, playing around with the idea of a door that is inviting. Or the inverse of a closed door that might signify it’s more secure and safe. In a few iterations I included the handle of a sword and played around with making the text look like the blade of a sword. As for color I thought that using a grey or steel blue would best symbolize the strong aspect. I also thought a combo of orange and blue would be more playful and resonate better with kids.
Final Logo
For the final logo I decided that the illustration of the caste entrance would be the best fit. It symbolizes not only strength and security but also fits the creative narrative behind the idea for the flash drives. The simplicity of the castle illustration helps it fit a technology profile with its flat design. I figured the cool blue color found in the logo could be not only be welcoming but stand out among the other competition of flash drive companies that have black and red logos. I used the sanserif typeface Bignoodletitling found on typekit because it has a nice fixed height that makes the text tall and sturdy. The tall letters complement the castle next to them. I also enjoy the way the typeface has curves and hard edges that creates a nice balance in the logo. The castle illustration alone could work as a watermark of sorts and as a symbol of the company. It could also be used as a symbol that can be put on the products the company makes as well.
Color Pallete
#333366
PACKAGE DESIGN
Research
Knowing that this one of the most important aspects of this company I took my time researching not only cleaver packaging for flashdrives but also eye catching product designs. As far as the actual packaging goes, in stores there isn't a ton of variety. Many flashdrives have simple plastic casings and are stored on shelves. Uninspired by these design I found some more interesting approaches, wooden boxes and cases that hold the drive like a high end piece of jewelry are certainly more attractive. However since the flashdrives Stronghold creates are aimed at a younger audience, these high-end approaches don’t make sense. As far as the product design, after a quick Google search you can easily deduce that anything you can imagine has been made into a flashdrive. As you can see anything from a can of Coke to the head of a unicorn or a Gatorade bottle.
Sketches
In order to stand out among other competitors in stores I thought that having a very eye catching package was a must. I played around with a few different concepts but settled on the idea of having interesting illustrations on the packages to attract costumers. True to the idea behind the company about the medieval theme, I messed around with a few things that are easily recognizable from that space. I played with the story of king Arthur’s sword and it being stuck in stone. Also worked with the idea of castles that looked big and strong. Ideally the products would be in boxes, this would create lots of space for the illustrations.
The actual flashdrive is a whole other story however. It seems to me that the idea of flashdrives being shaped like something is nearly played to death. I also assume that creating these uniquely shaped flashdrives would drive up the price of the product. I haven’t seen very many flashdrives that have a “normal” shape with illustrations on them. So it might be good to incorporate the illustrations on the outside of the boxes onto the actual design of the drives. It would be interesting to work with the flashdrive having a sword illustration on it and somehow be stuck in stone but be able to come out when you want to insert the flashdrive.
The actual flashdrive is a whole other story however. It seems to me that the idea of flashdrives being shaped like something is nearly played to death. I also assume that creating these uniquely shaped flashdrives would drive up the price of the product. I haven’t seen very many flashdrives that have a “normal” shape with illustrations on them. So it might be good to incorporate the illustrations on the outside of the boxes onto the actual design of the drives. It would be interesting to work with the flashdrive having a sword illustration on it and somehow be stuck in stone but be able to come out when you want to insert the flashdrive.
Dielines
Final Packaging
For the Stronghold drives I reached the conclusion that these style of drives would be the best for the idea behind the company. They spin open and closed and have a nice flat surface for the graphics. As you can see for on of the flashdrives I implemented the story of Arthur’s sword. When its closed the sword is in stone and when opened the sword is completely whole and out of the stone. On the others I included some other elements like a castle.
The terabyte drive is different because the size of the device is larger. For this design I made a different illustration, I choose to create a castle or stronghold if you will. This is because this device is larger and holds more data and obviously people who would own this are very serious about the safety of their data. What better reassurance that their data is safe than it being stored in a castle.
The single flashdrive box for the Arthur’s Sword. I decided it would be best to include aspects of the illustration on the drive and the box. This way the customer isn't just buying a pretty box; they also get a great drive with an illustration on it that is sure to impress the friend and family of whoever wields it. The box also has information about the drive like the size and speed of the tiny but powerful device.
OTHER PRODUCTS
This section of the chapter is intended to highlight the other things the company, Stronghold, could produce along with their existing products. Keeping with the theme of products for school I made a few designs for some notebooks and binders. They feature some of the illustrations found on the packaging as well as some motivational sayings like “Unleash your Power!” I also created some designs for a pencil box, laptop case and a backpack. All of these things are school related but could also be enjoyed by a more mature audience who likes the subject matter. Ultimately I believe that these are things kids in middle or high school would enjoy having.
ADVERTS
Outdoor Adverts
These outdoor adverts are meant to build awareness for the products and serve as an announcement for a product. These posters are meant to be outdoors and in public settings like train stations and bus stops, basically in any urban setting where people can be found. I decided to do a different style for these posters, something more sleek and clean. A more grown up approach that adults would appreciate. I figure that this style might appeal more to parents the people who would be buying these products ultimately. In these designs I made the castle icon the primary focus of the posters. The design on the left page is meant to resemble a fort on the edge of the water, the call to action below it is supposed to be the reflection of the fort. The second poster has a much more simple approach, just listing a catch phrase. That poster is intended to make the fort icon seem more welcoming with the path behind it.
WEB DESIGN
Research & Sketches
When viewing other tech company’s websites I noticed that they tend to lean heavily on wide images or illustrations to captivate the user. To the left are 3 examples of other tech companies sites, 2 of the 3 are from storage device companies specifically. The SanDisk and Kingston sites are built to be pretty straightforward. Most users would likely use their sites to find out additional information about their products or find where they can buy them. If a user wants, these sites have additional information about the companies.
What I’ve taken away from these sites is to be straightforward and give the intended user what they want right away. It seems important to put the information about the products front and center. In a way, the less time people spend on the site the better. Through my sketches I've decided it would be best to mimic that style but make it unique using elements that are found on the packaging on the site to create a fun experience. I think that the illustrations would best set apart the Stronghold site from its competitors.
What I’ve taken away from these sites is to be straightforward and give the intended user what they want right away. It seems important to put the information about the products front and center. In a way, the less time people spend on the site the better. Through my sketches I've decided it would be best to mimic that style but make it unique using elements that are found on the packaging on the site to create a fun experience. I think that the illustrations would best set apart the Stronghold site from its competitors.
Web Pages
To code this site I used the framework from Foundation that helps breakdown the code into columns and rows, which helps create elements easier. While building this site I often consulted their forums for advice on how to best maximize their framework. Using their framework I managed to build this site’s HTML and then proceeded to add my own CSS to the site. An important part of this site will also be the ecommerce thing to include for users who would like to buy the products online.
One thing I thought would be great for the site is the different header illustrations for each page. I thought they would be great for two reasons. First, they help convey the mood and style of the products. People who are already familiar with the products would appreciate seeing similar things on the site. Second reason, the illustrations are mostly specific to the page the user is on so it acts as a type of navigation for the site. This way the user won’t easily get confused with where they are.
One thing I thought would be great for the site is the different header illustrations for each page. I thought they would be great for two reasons. First, they help convey the mood and style of the products. People who are already familiar with the products would appreciate seeing similar things on the site. Second reason, the illustrations are mostly specific to the page the user is on so it acts as a type of navigation for the site. This way the user won’t easily get confused with where they are.
Home Page
Products Page
Product Page
About Page
Cart Page
Checkout Page
Overall I think that the system of banner illustrations help create consistency across the different aspects of the company. I enjoyed making these different banners and think they help keep the user engaged with the process of buying products off the site. Each banner has to do with the page its on, the product pages have the illustration found on the packaging in the banner and the cart pages have a chest full of treasure on them. I think this very small level of detail is something that can very easily keep the viewer engaged. The site is built to keep the ecommerce side of things fluid by keeping the amount of things you can do to a minimum. This website project is fully responsive; it can look strong on any device. Overall the site is simple, kid friendly and most importantly easy to use.