With this rather broad vision it was important to define a target audience to focus on, this was done through creating some user personas. By focusing your attention, you avoid the temptation of casting your net too wide and not engaging with anyone.
Once the target audience had been defined we needed to come up with a name for the brand and after some lengthy conversations with the client, we collaboratively came up with Rose & Stone Boxing Training. The thinking behind it was that these are highly visual words that would translate well around the world, they are also symbolic; the word rose stands for courage and sacrifice; the word stone represents stability, hardness and endurance, these are qualities that personify boxing.
Mood Board For Logo
Preliminary Logo Ideas In Sketchbook
Final Logo Application Shots
After the final logo was signed off, I began talking with the client about how they were going to go about acquiring customers. It quickly became clear that they would need a website, and then by digging deeper I was able to identify what their goals for the website would be, firstly they would need to build trust with potential customers as they would often find themselves in new territory and secondly to clearly communicate what service(s) they're offering.
For a successful website I firmly believe in a content first strategy, because content informs design. Good design is great, but you also need to educate and inform your audience with content if you want to engage them enough to care.
The site map is an important step in planning your websites content and how it is structured. For Rose & Stone Boxing Training this meant breaking the content down into bitesize chunks that could then be expanded on. For the client this made the process less daunting, we agreed on what pages were required and what they would be called. By doing this we also planned the navigation for the site in the process. Once the pages were decided, we planned out the content for the pages by defining the headings for each section.
With the site map created the client had a framework to take away and use to write the remaining content that was required in order for the website to progress, we agreed upon a set deadline for this content to be completed by. In the meantime I would create the first draft of the wireframe and a stylescape which would align the visual direction for the site.
Creating a stylescape is a great way to set an early marker with the client for the look and feel of the website, by showing them fonts, colours and images intended for use later on in the design, you can gauge with them whether or not you are on the right track in terms of visual direction, without getting bogged down in details. A stylescape acts as a creative bridge between the planning and design stages.