Project Introduction
This project documents the development of my personal brand and supporting digital media. Building on the research and prototypes produced during DIT3000, the original project scope included a broad range of possible deliverables. However, due to time constraints, I refined the scope and concentrated on a smaller collection of outcomes that could be completed to a stronger and more consistent standard.
The final deliverables include a refined logo and visual identity, an updated portfolio website, a web sign-up form, merchandise mock-ups, a business card, a YouTube banner and a promotional flyer. Together, these pieces demonstrate how the identity can be applied across digital, print and commercial contexts.
Project Synopsis
The central aim of this project was to create a recognisable personal brand that could function consistently across my website, social media, printed material and merchandise.
During DIT3000, I developed three initial logo prototypes. After reviewing these directions and discussing them with my teacher, Paloma, I decided not to develop one of the three concepts further. Instead, I followed her recommendation to explore an eye-aperture concept. This idea combines the shape of an eye with the blades of a camera aperture, connecting human vision, creativity and digital image-making.
I met via zoom with Paloma early in the semester where we discussed the project scope and discussed feedback on the logo. Also discussed that I may be better off reducing the scope of the project to something a little more manageable in the timeframe allowed. As much as I really wanted to complete more items on my wish list, being a full time worker along with full time study I feel I bit off more than I could chew so had to reduce the deliverables to something more realistic.
My original list of deliverables was far too expansive and whilst I believe I had great intentions, I’ve had to reduce the list to a more appropriate and achievable list. The others will be placed on the back burner for a future project.
Deliverables
The original list of deliverables outlined in DIT3000 was :
* Business Logo Branding
* Website / UI / services / portfolio of works / store / contact page /
* Business Card
* Flyers / posters / Postcard / thankyou cards
* Event Signage / Merch – pull up banner / booth backdrop / stationary
* Social Media story / post templates
* Youtube channel banner / thumbnail templates with 3 variations
* Merchandise design – cup / sticker / cap / for sales online
* Audio jingle for website (2-3 options)
* Promo video 15 / 30 / 60 sec / 2min
* Photography (no stock images)
* Customer Sign up Form / Survey form
* Handover package
However upon reflection and discussion of feedback my revised list of deliverables is:
* Business Logo Branding
* Website / UI / services / portfolio of works / store / contact page / Customer Sign up Form
* Business Card
* Flyer
* Youtube channel banner
* Merchandise design – cup / sticker / cap / for sales online
* some feedback from assignment 1 to be implemented.
– auto play some music when the site played, the music will be from a project I produced and assisted with the writing.
– make the banner on the first page play some video content, which I have chosen from my video library
Once the logo direction was established after my meeting with Paloma, I developed a set of brand applications to test its flexibility. These included improvements to the website experience, a sign-up form, merchandise designs and promotional materials. Although the final list of deliverables was smaller than originally planned, reducing the scope allowed me to focus on consistency, presentation and the practical application of the brand
Pre-production from DIT3000
The below were my 3 final and chosen prototypes from DIT3000 however after post project reflection I decided none of them were strong enough and leaned into the gear idea too much, didn’t really stand out, and
The idea below didn’t make my final 3 however was one of the ideas from assignment 3 prototyping from DIT3000 assessment item 3.
Project Steps
Developing the Logo
1. Selecting the Concept
The logo development began with a review of the three concepts created during DIT3000. Feedback from Paloma encouraged me to move towards an eye-aperture symbol instead. This concept was a stronger representation of my creative practice because it connects observation and personal perspective with photography, video and digital design.
2. Exploring the Form
I began by looking at the basic shapes associated with an eye and a camera aperture. Early sketches explored how the aperture could sit inside the eye without making the design overly detailed. I experimented with the outer eye shape, the number and position of the aperture blades, and the balance between the symbol’s positive and negative spaces.
3. Refining the Design
The strongest sketch was recreated digitally and refined into a cleaner geometric form. During this stage, I adjusted the curves, spacing, proportions and alignment of the individual elements. Simplifying the shapes helped the logo remain clear and recognisable when viewed at different sizes.
4. Preparing the Final Logo
After the design had been refined to where I felt it would work across all sizes and platforms, I prepared final versions for use across the website, printed material, social media and merchandise. I experimented with a few colour and layout variations made the identity more flexible while maintaining a consistent visual appearance.
Now that I had started to build in photoshop, i got the idea that making it metallic looking could be a great option against the standard look that I had envisioned so far. I translated my sketches into photoshop with the idea to make it look like metal to give it a more premium look, that would look great on the site, and when in future I make an app for the app store, I think a metallic eye apperture idea would look really premium and standout.
creating the lense and blades was a fun experience, and took me a while to make it cohesive, which then led me to the idea of making the red lense glow and more realistic looking. I then made the rim metal looking which really made it pop.
placing in the bars was next, now the metallic idea was starting to take shape, Im really happy with how the eye lense turned out, next was to make the bars look similar.
The settings below i used to get it looking metally looking. Essentially adding drop shadows, gradient overlays and bevel/emboss to create the effect.
next was to draw in the waveform, to signify that I also provide audio services. This was done freehand, and was trying my best not to create any symmetry here. I thought a glowing orange would look good here.
Then was to complete the bars however I found that there needed to be some space around the eye apperture as was a little crowded, so I masked out an area around it, see below.
Now I felt i had the logo in a place where it looks completed so I started testing it on the website, and was really impressed and happy with the results.
Logo – Final Product
below are both no background and black background versions which will come in handy for different applications and uses.
Applying Feedback to the Website
One of the main recommendations was to give the website header more movement and personality. In response, I added my video to the header area. The moving imagery creates a stronger first impression and immediately introduces visitors to the visual style of my work.
I also added audio to support the atmosphere of the site and create a more immersive experience. Because browsers may restrict automatic audio—and unexpected sound can affect accessibility—the audio should include clearly visible play, pause and volume controls. This allows visitors to control their own experience while still supporting the intended mood of the website.
These additions changed the header from a mostly static introduction into a richer audiovisual representation of the brand.
1. In response to the feedback received for Assignment 1, I added a looping audio track that is intended to play automatically when visitors access the website.
The selected track is an instrumental piece that I co-wrote and produced with the artist Chasing Closure several years ago. At approximately one minute and 23 seconds in length, it provides a concise and effective demonstration of my music production style, making it an appropriate addition to the website.
Although the track is configured to autoplay in WordPress, playback may be restricted for some visitors due to their browser’s autoplay and media settings. As these restrictions are controlled by individual browsers and users, consistent autoplay cannot be guaranteed across all devices.
2. In response to the feedback received for Assignment 1, Paloma recommended replacing the static homepage banner with a video, which I considered an excellent suggestion.
I subsequently undertook an extensive revision of the banner settings and supporting WordPress code. The homepage now features a continuously looping, muted video of me working with a client on a studio project. The video remains silent so visitors can listen to the instrumental track added in response to the earlier feedback without competing audio.
I configured and tested the video banner across several widely used browsers to ensure consistent functionality. If the video cannot load or play on a visitor’s device, the website automatically displays the original static banner image as a fallback. Some screenshots are below demonstrating this.
Deliverables
Web Signup Form
A web sign-up form was created to provide visitors with a simple way to register their interest and receive future news or project updates. The form was designed to match the visual identity of the website through consistent colours, typography, spacing and button styling.
This deliverable also gave the website a practical function beyond displaying portfolio work. It encourages audience engagement and creates a potential connection between the brand and returning visitors.
I improved the functionality of my website’s contact page by creating a structured, multistep enquiry form. The first step collects the visitor’s name and email address and asks what brought them to the website, with options covering general questions, service enquiries, collaborations and casual browsing. The second step invites visitors to provide details about their enquiry or project and indicate its level of urgency.
The final step asks visitors how they would prefer to be contacted and provides an optional phone-number field. I also refined the wording throughout the form, made the appropriate fields required, removed the previous duplicate contact form and cleared away unnecessary address fields. The completed form now provides visitors with a clearer, more professional and user-friendly way to contact me.
Product Mockups for Store
Merchandise mock-ups were produced to explore how the logo could operate as a commercial identity. Applying the design to physical products helped test its scale, placement, contrast and visibility on different materials.
The mock-ups also provide a preview of how a future online store could look. They demonstrate that the eye-aperture identity can extend beyond the website and remain recognisable across a range of products.
Mockup files were supplied by Envato as I felt creating mockups was beyond the scope of the project, as they they are simply there to show how the new branding would look and translate on a range of products for the store.
Business Card
The business card translates the digital identity into a compact printed format. The design uses the logo, brand colours and typography while presenting the essential contact information in a clear hierarchy.
Because of the card’s small size, it was also an important test of the logo’s legibility. The finished design is simple and professional while remaining visually connected to the website and other branded materials.
Youtube Banner
The YouTube banner adapts the visual identity to a wide horizontal format. Its layout was designed to keep the most important elements within the platform’s safe area so that they remain visible on desktop, mobile and television displays.
The banner supports consistency between the website and my video content, helping viewers recognise both as parts of the same personal brand.
Promotional Flyer
The flyer was created as a promotional piece that could communicate the brand and its key message quickly. The design combines imagery, typography, colour and the eye-aperture logo to create a clear visual hierarchy.
The flyer demonstrates how the identity can work in a more information-focused layout while retaining the same visual language used throughout the project.
Collaborators
Paloma assisted in the direction at the beginning of the project
Final Reflection
Reducing the scope of the project was a necessary response to the available timeframe and became an important part of the overall design process. The original proposal included a larger number of outcomes, but completing every planned deliverable would have limited the time available to properly develop and refine the central visual identity. Although fewer deliverables were completed than originally proposed, revising the scope made it possible to produce a more focused, consistent and resolved body of work. This decision also reinforced the importance of being flexible during a creative project and evaluating what can realistically be achieved without compromising the quality of the final outcome.
The early stages of the project involved experimenting with different ideas for a personal brand and considering how the identity could communicate creativity, digital media and my individual design approach. Some of the initial prototypes provided useful starting points, but they did not communicate these ideas as clearly or distinctively as intended. Paloma’s recommendation to further explore the eye-aperture concept became an important turning point in the project. Combining the recognisable form of an eye with the structure of a camera aperture created a stronger connection between vision, creativity, photography and digital media. It also gave the identity a more memorable visual focus than the earlier concepts.
Developing the logo required considering more than the appearance of the symbol by itself. The design needed to remain recognisable at different sizes and work alongside the selected typography, colours and supporting visual elements. Refining these elements helped establish a consistent design system that could be applied across both digital and physical formats. This process demonstrated how a successful identity depends on the relationship between its individual components rather than on the logo alone.
The final identity was applied to a website, sign-up form, merchandise, business card, YouTube banner and promotional flyer. Together, these deliverables demonstrate how the brand can operate across a varied range of contexts. The website acts as the main digital platform for presenting the brand and its content, while the sign-up form provides a practical point of interaction with the audience. The YouTube banner extends the identity to a social and video-based environment, supporting the project’s connection to digital media. The flyer and business card show how the same visual language can be translated into printed promotional materials, while the merchandise application explores how the identity could function on a physical product.
Producing these applications also highlighted the need to adapt a design without losing consistency. Each format has different proportions, functions and viewing conditions, so the identity could not simply be copied into every layout without adjustment. Decisions about scale, spacing, hierarchy and image placement were required to ensure that each deliverable remained clear while still feeling like part of the same brand.
Overall, the completed project presents a coherent and flexible personal identity. While the final scope was smaller than initially proposed, the selected deliverables communicate the concept effectively and demonstrate its potential across multiple platforms. The project strengthened my understanding of concept development, responding to feedback, managing time and applying a visual system consistently. It also provides a strong foundation that can continue to be refined and expanded beyond the conclusion of the course.