CREATIVE BRIEF SUMMARY
DESIGN OBJECTIVE
To design a sleek, modern, fresh visual brand identity that builds awareness and anticipation of the launch of Groupd's online event management service aimed at curating unique, bespoke group experiences for high-end business travel groups and corporate teams. The brand needed to reflect a fresh, modern, sophisticated look that informs customers of the level of professionalism, prestige and originality they will encounter when booking with Groupd.
TONE/KEY WORDS:
• Modern • Exceptional • Professional
• Sleek • Reliable • Luxe
• Fresh • Innovative • Enticing
TARGET AUDIENCE
Professional, established men and women ages 35 - 60 traveling or communing in groups for high-end, corporate events. Ideal for coordinators who are searching for ways to seamlessly enhance the in-between moments and create unforgettable experiences beyond the conference room.
MOOD BOARD
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/435cbf4d-c103-4974-b795-3e2aef6a465f_rw_1920.png?h=8fede29fca653cf6ad85f89232adefc2)
INITIAL CONCEPTS/SKETCHES
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/47e0f4fe-00aa-49ed-83f7-bc8a36636cb7_rw_1920.png?h=5d56e928a689c73489dac98abae2436c)
FINAL CONCEPT
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/8e9b18be-d3db-4d2b-bbe0-c90c4bde11ee_rw_3840.png?h=1e2596760c81d259d5465e4e2d91807d)
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/1c15c86e-516a-4606-aeb6-743b967aa5f9_rw_3840.png?h=ac887dc1cb52ccbbd12bc40c43b4c797)
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/4fab4f81-8525-405b-b525-f959ee9148c0_rw_3840.png?h=163f332a73e2a786c978516422c7b906)
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/009654cb-8872-44c7-bfcf-1de0865dd1d7_rw_3840.png?h=48f44eb41f77a6c412268433bad31320)
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/8a108e85-a9e6-4269-97b1-76ee218623ef_rw_3840.png?h=a826a3bc750d5179b7ecf1b00f00cc5a)
![](https://cdn.myportfolio.com/2a599fd86a7dc20eaa79cf4beb8f83c6/5e487035-7d5a-499b-b228-48fad56a3742_rw_3840.png?h=e4f9346282c2eb6bd3070bba88b51962)