An online course in branding with Saffron Consultants called "Branding and identity: construction and development of a brand" seemed like a great opportunity to learn how a studio with such reputation has created succesful visual identities. I studied their process and applied it to my Context of Practice dissertation alongside with many other different references. In the other module I did an experimentation with how our society has become consumers of meaning instead of materials. For that purpose, it was created the visual identity of an imaginary company that sells smells.
With this brief there's an opportunity to apply what was learned in Context of Practice in a real world scenario. The brief for the online course consists in designing the visual identity of a mobile virtual network operator that belongs to the company Orange. For this purpose, I thought it would be interesting to work with a company that has nothing to do with telecommunications but that could benefit from having a new dimension.
In this imaginary situation, Orange will buy Softonic. This is a company that used to be quite big in the past, but it has earned bad reputation due to the fact that they have included malware in the free software they have been providing. This positioning in the mind of the public could be modified through branding. Giving the company a whole new face and role could heal the rest of the company and what they have been doing over the past two decades.
Also, to add the element of primary research, audiences will fill questionnaires to know what is the current perception of Softonic, how this project can benefit from it or what needs to be changed in opposition to its competition.
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