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Week 7: On Branding


So the work for weeks 7 & 8 have been done. Much of it prior to the challenge honestly. So thankfully due to that I feel like in fairly short order I’ll finally be up and running again current with the challenge. Who knows? I may even hit the finish line on time. Week 7’s task is a deceptively challenging one, and one while I feel like I have a handle on, I’m not sure I’ve completely nailed it all together perfectly *just* yet. Anyway off to the challenge tasks, there will be run on sentences. Be warned.

The name for your business/project/service: This one is simple enough. I do all of my networking under my name and also my personal domain/and email addresses are also just my name as well. So Warren Belfield or Warren Belfield Illustration it is. Although I will say I feel for any of my fellow participants in the challenge with more unusual or less common names. My name is fairly straight forward, and while Belfield isn’t the most common surname in the world by a long shot I’m still surprised when people manage to mangle it. The number of times I’ve been called “Mr. Benfield”, “Mr. Battlefield”, and oddly “Mr. Garfield” gives me a laugh.

What your brand stands for (3 words) This is where I admit to being terrible at doing this kind of thing for myself. I’ve done some work where coming up with the angle for the project really came down to these little digestible bullet points before. Even worked on an ad spot that the entire pitch for it was Four words total. So I know it can be done, and it can be valuable. I don’t know, I almost want to turn this into a game for myself. Which is probably the EXACT wrong thing to do. I just have a hard time doing the buzz word thing with a straight face. I’m sure it’s something I should probably get over and realize class clowning isn’t always the way to go.

Spit-balling this with a frequent collaborator, I’m still not sure I cam up with much. His recommendation was:
Monsters, Miscreants, and Mayhem – which while I’m probably guilty of pushing all three at one time or another, I don’t think I’m necessarily ready for that tight of a pigeon hole just yet.

However other than that suggestion the best I’ve managed was:
Not From Concentrate which certainly isn’t taking a three word pitch very seriously at all.

Yeah I may strike out on this one.

A logo or some sort of visual identifier for the above: The closest thing to a logo or visual identifier I’ve been using would be the font I use for the url. It’s a modified version of a font called hammerkeys. What I’ve done to it is cut out the uppercase letters completely and mirrored the distressed bar found at the top of the font at the bottom as well. Thinking about it, one day I should just make a proper vector file of it so I’m not remaking it in Photoshop every time I need to resize it.

For instance this is my current Business card, the other font is called Typewrong if you’re interested in that sort of thing.

A colour scheme for your brand (a primary colour and complimentary secondary colour palette): Since launching this site I’ve been using a mixture of black/white/and warm orange browns. In what is only a coincidence I assure you, since launching the site a lot of what I’ve been doing has been ink drawings on paper stained with coffee…which makes for warm orange brown paper. I wish I could say “I planned it that way.” But that’s something that just kind of happened.

Now those are the tasks more or less. (Man 3 word pitches. I’m doing it wrong) Here’s the analysis bit:

1. What single core message do you want to convey to your audience?

If I got to pick what people take away from my stuff, I’d like to think things like the effort I take in not only producing the work, but conceptualizing it comes through. Also I’d like to think “my voice” as it were is readily apparent in what I’m producing. No matter the subject matter, or media I’m using at a particular time. Also if more hyperbolic words were to enter into the discussion, I wouldn’t mind in the least. Also I would accept “I’ll buy it!”

2. What 3 words would you like people to use to describe your illustration business/service?

In a perfect world? I’d like those first three words to be “My first choice”

3. What colours convey the image you’d like to portray to a global audience?

I’m pretty good with what I’m using right now. I feel like it fits where I’m at in my work currently. Right now I feel my limited palette or straight black and white work is stronger than my full color work. This is something I really plan on addressing in personal work sometime in the not so distant future. So doing everything as Black/White/spot color for now seems appropriate.

4. What look and feel most communicate what you’re trying to convey most effectively (does it reflect the style/medium you work in)?

I’m not sure really. I just kind of draw the way I draw. For years I tried to fit the styles of what I really like and found myself fighting against what I naturally did, especially when I saw things trending away from what I was doing. Nowadays I’m just doing what I do, and I’m hoping to build up an audience as I go. It’s way less stressful this way. I’d assume it could be described as graphic since line really carries the work in most of what I do. It’s realistic without being photorealistic (I admire the draftsmanship in photorealism but it isn’t for me).

5. What kind of language will your audience best respond to? Formal, informal, slang, any global/international considerations?

Judging by the things I’m typically called upon to work on, and my own personal preferences. I’d have to say informal, but not to the point of absolute laziness to language. I don’t believe I’ll eschew things like a basic attempt at grammar, or attempts at proper spelling. I tend not to use leet or emoticons when I type if I can avoid it. But let’s be honest, I just drew a guy with a squid head TOTALLY EATING THE BRAINS of some guy. “Dear Sir or Madam” may not work for me.

6. Will your brand include an identifiable glyph or icon that could, in time, become associated with you and your work? If so, what single icon best reflects you/your work?

Right now the closest thing would be the font I use for my url. Images will change as I change what I’m promoting myself with.

This one turned into more words than I expected. I obviously had more going on in my head than I thought.


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