The Lab Mag.
Here to tell the good story.
About The Project
I was the sole designer on this project, responsible for developing the branding and design assets for The Lab Mag (TLM). Collaborating with a copywriter, marketing manager, and the founder, I led the creative direction over a two-month timeline. My contributions included crafting a distinctive brand identity for TLM, producing 30 scalable design assets, designing social media templates, and delivering a comprehensive design guidelines deck.
My Role
Visual Identity
Branding
Design Assets
Design Templates
Skills Utilized
Graphic Design
Typography
Color Theory
Competitor Analysis
Project Timeline
3 months |
March 2023 - May 2023
Team
1 Designer (Me)
1 Marketing Manager
1 Copywriter
Founder
Design Brief Keywords
A few keywords were given, to start visualizing what we want the brand to signify for us and our audience.
bold + confident voice
energetic
full of soul
strong thoughts + ideas
draw attention of audience
Moodboard
Visualizing the keywords, to create the initial look & feel of the identity.
Logo Explorations
The logo design started with visualizing the “serious yet fun” and “informational yet playful” vibe, exploring different interpretations of the concept, and ow each would look in different orientations and layouts.
Typeface: League Gothic
thicker width of font, thin gridlines
Typeface: Dolce Vita Heavy
thick & bold font, spaced out. Tilt in “A” to signify “fun”
“Magazine” pages opening
Post-it notes. Ideation technique for creativity, collaboration
Incorporating color into the logo and initial visualizations of how the social media feed and email signatures can look.
Visualizing The Brand
Incorporating the feedback on the mood-board, colors, and typefaces, I created 2 sample 2x3 Instagram grids, this time focusing more on the actual content layout, typography, color palette, and the general ~vibes~.
Visual Identity
The Final
New Branding Launch Grid on Instagram
...and the first few posts incorporating the new branding
Instagram Reels
Incorporating the visual identity and branding elements to design reels for The Lab Mag.
Carousel Post Design
Each social media creative imbibes the TLM brand.
Impact of Branding
The new visual strategy for The Lab Ma drove a 3x increase in viewership across platforms.
Improved design efficiency by 25% each day, after creating templates for recurring IPs.
The user engagement saw a rise of 2x within 2 months, as compared to the previous 2 months.
