The Tru Airlines Brand Guide was a student project I designed while taking an extensive Branding Masterclass. Throughout this course, I learned how to ask clients the right questions to help create the perfect brand for their business. I researched competitors and developed a user persona for the target audience, and used word association and word mapping exercises to narrow down the brand voice.
I then sketched and selected a concept for the final Tru logo. I chose a minimalist wordmark style with hand lettering that reflected optimism and youthfulness.
From there, I selected the brand’s typeface and created gridding, logo and typography systems for the brand. I also created a typography hierarchy, and used color psychology to determine the color system for the brand. I also created multiple mockups to showcase the new branding in real life examples.
I chose a ristograph pattern to reflect the current trend of a 70s takeover in Gen Z culture. The bright colors and curved edges reflect the optimistic and fun-loving nature of the brand while establishing its youthfulness and trend-setting values.
I also developed rules for the brand voice, created photography guidelines, and finalized it all with an extensive client brand guide, which allows the client to build a powerful and trustworthy brand identity for their audience that is recognizable across all of its platforms.
