I chose a hardware store for my next personal branding project because it’s a place of creative possibilities for my DIY projects and I enjoy exploring the aisles. With time there are less of them in lieu of online stores.
Meet Wires & Stuff. An e-commerce hardware store bringing in 60 years of experience into renovations acquired W&S, they are bold, love a dreamer with a plan and ready to provide their expert opinion.
From the brief or brand audit (the process) W&S wants to build awareness since their acquisition to reach to a new generation of creative DIY and entrepreneurial clientele. The discovery process showed that W&S is at the intersection of the past and the present with a desire to show the value of visiting a store where experts are ready to help as well with their online tutorials and guidance.
Following the mandate a “stylescape” was create below. A stylescape is a visual approach in style with the purpose of starting a conversation to oriente a future brand and its communications. The visual elements represent the big picture helping orient the brand on how to build awareness with a strategy in mind.
By analyzing the stylescape elements we are witnessing a new logo, a tag line, the three brand’s attribute; dream, power and bold, the brand colours, typefaces, icons and some visual to reach out to the DIY dreamers.
Dissecting the W&S logo
The linear construction holding the company’s name is based on the shape of each letters. Those shapes were brought together into a pleasing structure forming the base of the logotype. The black was chosen in contrast with the brand’s vivid colors in complicity of the common silver black tools commonly use.
Applications of the brand identity?
Below is how W&S would use the inspirational elements of the stylescape. Using bold colors for their adverts at the top, to the color coded business cards distinguishing the co-owners. The old street sign welcomes you to the store. The website offers advice. Become a fan of W&S and will offer you its cool t-shirt that must get dirty stating you have accomplished your dream project.