One day, you're living in your parents' house without a care in the world, and the next, you are out on your own trying to understand bills, relationships, and adulting. There seems to be a base level of knowledge that most grown-ups understand, like, what's the DOW Jones? What's healthy and cheap? How do I communicate how I feel in my relationship? If you don't know where to start googling, look no further. Everyday Owl breaks it all down with daily bits of wisdom for less WTF and more LOL. It's scary to leave the nest, but life can be a hoot with The Everyday Owl. All with a humorous tone and credible sources found on the Everyday Owl's website and social media.
My Role
Entrusted with creating an entirely new brand identity, I acted as the lead designer of all visual designs. From beginning to end, I worked on a team built of other creative developers to ensure that the brand would have the best outcome on print and screen.
Goals of the project:
Reach out to Gen z generation on relatable topics found in adulting
These resources should free and easily accessible.
Have the ability for all the content to direct from website to social media and vice versa
Keep it always authentic, practical, and vibrant.
Responsibilities:
Brand Identity: Custom logo, Brand guidelines
Brand Stationery: Business cards, Letterhead, Envelope
Promotional material
Social Media Templates: Instagram, Facebook, Twitch
Provide designs for website
Branding
The project, Everyday Owl, led by Family Bridges, had the goal of reaching out to young adults aging from 18-23 (Gen Z). Our demographic was in Portland, OR, which helped guide the road to developing a real target persona. We settled on Logan. He was a 22-year-old who was still living with his parents and had a retail job but had the curiosity to spread his wings into the world.
Visual Designs
Once creating my targeted persona, I dove deeper into what appealed to this generation. What did they like to see? What makes them different from previous generations? After much time spent researching the marketing strategy for Gen Z can be sum up in two points. They do not care much for flashy logos, filters, and advertising, and they have the honor of representing the color yellow.
Color Palette
Color palette came first after research. I took the "yellow" brick road and did not look back. I wanted to stick with the Gen Z yellow because of what yellow can represent. Yellow is traditionally a genderless color. Also energetic with an awareness of its surroundings. After some trial and error, I found a yellow more subtle. This yellow went along better with a natural palate, which was influenced by Portland's geography. Everyday Owl's colors set the mood. They represent that we are down-to-earth, welcoming, and friendly.
Logo
Referred to as Eddy, the logo for Everday Owl soon had his own persona. It took more time, but he turned into a real character with the right attention and nurturing. Refer often Ed or Eddy short for Every Day Owl in office. The project clients influenced the logo design. Through this project, Family Bridges wants to help young adults out in all aspects of their lives by shining a positive light on marriage. Chosen to represent the brand and viewed as wise, Owls are animals that mate for life. Taking a closer look at Eddy's body, you will notice that he is a chat bubble to encourage continuous connection, embodying this project's focus.
Stories from the wise…
Social Media Templetes
Overview
I am proud of giving life to Everyday Owl. Doing your research into the client and target audience is critical. It helps build a strong identity where it expands for years to come. Eddy is a real visual representation of what clients want to go out and do in this world. The client is thrilled with the success that Every Day Owl has accomplished. His life is a hoot.