Digital Days is a teaching academy of workshops, training days and online courses which help businesses with marketing and growing their brand online. The company needed a new brand identity, brand system and social media system which could articulate the clarity and consistency of how they help other brands navigate the complex digital environment of online marketing.
Working closely with CEO and founder, Michele Ferron, we honed a brand strategy and created a brand identity that was playful yet professional. We developed a brand character whose main functional and emotional need was of “creative control”. This reflected how each Digital Days customer used the structured courses - which are packed with practical strategies and business advice - in a bespoke, “creative” way which suited their own individual needs.
The Digital Days Moodboard we created as part of their brand strategy and identity design process. We were inspired by calendars, planners, Jesmonite and paper stock.
We developed several mood-boards inspired by the company’s name and its suggestion of planners, organisational tools and calendars. We looked at paper stock; Scandinavian poster design; the grid formations of wall tiles; Jesmonite tableware; books on Mid-Century Modern design; seed packaging and the work of Hungarian contemporary illustrator Anna Kövecses. We distilled this into a colour palette of soft pink, oat, moss and teal to give the impression of paper and stationery products.
We also looked at graphical representations of dates, and were drawn to the forward slashes in the delimiters of “day, month and year” in a calendar: “ / / “ . We liked how this literally represented “Days”. By flipping these slashes horizontally and stacking them on-top of each other, we created a hashtag which also literally represented “Digital”.
The wordmark is a customised version of the typeface Sofia Pro, designed by Olivier Gourvat and published by Mostardesign Type Foundry. We also used Druk Condensed by Commercial Type for occasional accent typography.
Seven brand textures (each named after days of the week) were developed from the slashes, hashtag and date punctuation marks. These were used across brand collateral, and woven into a fully comprehensive master template we designed for Michele and her team to create on-brand images for their social media feeds moving forward.
Everything from inspirational ‘quote’ Instagram post templates to Eventbrite banners were considered, so that all elements of the Digital Days brand spoke from the same clear, confident identity.