Client Discovery

I noticed that De Emperors had a good paint product but lacked a clear brand identity and digital presence.

Rather than waiting for the business to approach me, I reached out to the owner, identified the opportunity, and secured an agreement to work together.

I began the project by understanding the business, its products, customers, and goals.

• Conducted a client discovery questionnaire
• Followed up with a discovery call to clarify responses
• Learned more about the product, market, and business direction
• Identified opportunities to differentiate the brand

My Process

01 — Research & Brand Strategy

I started by researching the product itself to understand its characteristics, performance, and what made it different from other paints in the market.

I also conducted competitor research across three competitors provided by the client, reviewing their:

• Websites
• Brand messaging
• Social media presence
• Product positioning
• Communication style

One opportunity stood out.

The paint's durability and performance in African weather could become a strong point of differentiation. I also observed that the established competitors I reviewed were not strongly communicating this idea in their brand messaging.

I developed the positioning around a simple proposition:

Built for African Weather.

I then developed the brand strategy around this positioning and presented it to the client for review and approval before moving into the visual identity.

02 — Visual Direction

With the strategy approved, I explored two different visual directions through moodboards.

Each direction explored the visual language, typography, colors, imagery, and overall personality that could represent the brand.

The client selected one direction to take forward.

03 — Visual Identity System

I translated the selected direction into a cohesive visual identity system, including:

• Logo
• Typography system
• Color system
• Paint bucket labels
• Stationery
• Icons
• Brand patterns

The goal was to create an identity that felt professional, distinctive, and consistent across both business and product touchpoints.

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04 — Presentation & Handoff

I presented the completed identity to the client for approval.

The client approved the work and expressed satisfaction with the result.

I then organized and delivered the complete brand assets and supporting documentation, making the identity easier to use and maintain consistently.

Results

The identity moved beyond the design files and began being used in the business.

Business use

The client actively uses the new letterhead for business quotations, giving everyday business communication a more consistent and professional appearance.

Customer perception

According to the client, customers noticed the new identity and responded positively to the changes.

The client also described the business as looking more professional after the rebrand.

Brand asset management

I maintained an organized set of the brand assets, which allowed me to quickly retrieve and resend files when the client needed them later.

From identity to product

The new identity is also being considered for physical paint bucket production, extending the brand system from stationery into the product itself.

Client Feedback

The client described the process as smooth and appreciated the way I explained complex parts of the branding process and brought new ideas to the business.

The final identity was described as “superb.”