“Our customers are beautiful, but not fussy. Our boots are for women who are fashionable, but not fashion plates; confident, wanting a touch of glamour, not afraid to be noticed. Unique… the Poppy Barley girl would perceive our brand as stylish, bold and refined. Original, trustworthy and FUN!”Working together, a strong brand voice was emerging. Escaping the “one-size-fits-all” mentality of mass manufacturing, they were offering an accessible lifestyle of inclusivity, customization and luxury. They had the vision to transform the way women shopped by returning to the handcrafted origins of footwear in an innovative and cutting-edge way. They needed that big brand feeling and wanted to become a household name. With the details of our meetings and branding brief in tow, I set to work on a visual inquiry. I explored all the brands and companies that they had referenced as inspiration, and evaluated their responses to questions, searching for my own visual inspirations that I believed to reflect what they were describing. I discovered that the ideas Kendall and Justine had about what they wanted to look like drastically differed from the richness of their dialogue about what Poppy Barley would achieve. I decided to take the conflicting pieces of the branding questionnaire and create three moodboards to see what they would be drawn to when presented with the comparison.
The final logo is pictured below and can be seen throughout our website, social media channels and advertising. But what Kendall, Justine and I accomplished during this branding process was so much more than just a visual identity. We figured out how to talk about the company and what Poppy Barley stood for, who our customers were and how we would identify with them. Our brand is in every tweet or blog post, every team member, email or customer interaction. It’s why our “Contact” page is called “Concierge,” and why “Our Fit Promise” is so important. We laid a strong foundation for the company, and I’m excited to see its evolution as the company grows. See you in Part II of this series to discuss how to create a brand for startups.