To begin building a brand is by identifying the Voice and Tone assets. Based on the product chosen (crossover artist named Mandy Madison), this person had to become real. Mandy Madison now had a face and a life that identified her brand and her music career. 

The look and feel were then developed based on the information gathered for Mandy Madison's 'A Piacere' Tour. Her brand is revolved around this specific event in her time. It was not meant to reflect her company or her image as a whole, but rather a fraction of that. 

Once the look and feel was completed. The Brand Vision Board was assembled to accurately reflect the brand’s visual identity. Shown above is the final version of the identity. The occurring change in this vision board was the color choice that began with five colors and ended with three. Having five colors became too complex and difficult. I had trouble staying consistent throughout the design process. 

Referencing the look-and-feel and the vision board, thirty sketches were developed for Mandy Madison's 'A Piacere' Tour. The three concepts that are circled above were the three strongest concepts.

This last image is six chosen logo ideas and refined further in five steps. The idea was to build a progression of ideas with the six chosen rough drafts.

There were many changes during this process as well. It seems like there is always room for improvement. The final two colored logos shown here became the image of Mandy Madison's tour. 

These sketches above are merch, business cards, and more for Mandy Madison. 

The overall feedback I received was to keep the brand more consistent throughout different platforms. Keeping the colors, images, and assets in mind.

Everything comes together in the end. Although this work was not done, I learned how to organize a book to show a client their brand and all the specs that were required when using the brand in media, online, or for brand messaging.