This brand concept summary provides details for the Toni Taylor brand including suggested colors that are bold and feminine with a contrast of heart and strength in the type treatments. The brand design contrasts heart and strength, femininity and masculinity, and design and space with black and white photos and a red gradient and lots of white space. The strategy brief has a goal to give small businesses a good website experience and uses metaphors of watching out for the underdog and competition while having a strong yet heartful and bold yet approachable style targeting websites for local businesses in Kansas City and Florida.

1. BRAND CONCEPT
TONI TAYLOR

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Suggested colors: bold feminine
Type treatments are a contrast
between heart & strength
Pops of bright color for headings
IDEAS
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B&W photos with a red gradient
This brand design is one of contrasts…
heart and strength, femininity and
masculinity, design and space.
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4 Lots o’ white space

3. STRATEGY BRIEF
GOAL:
To give small businesses the website experience that they deserve.
MANIFESTO
Bullshit free zone.
TOOL:
Web design, development, support
METAPHORS:
Watching out for the underdog, Competition-based metaphors.
STYLE:
Strong, yet full of heart. Bold, yet approachable.
MARKET:
Websites for local businesses (KC, eventually FL)

4. LOVE IT?
NEXT STEP:
Let me know your thoughts. Your gut
reaction, likes, any pieces that feel off the
mark. I’ll be developing the rest of your
brand from this foundation.