Establishing Brand Identity for AGNI
BACKGROUND
As a startup, AGNI faced the common challenge of building a strong brand identity with limited resources. In the competitive fashion industry, where consumer attention spans are short and loyalty is hard-won, establishing a distinct and appealing brand identity was crucial.
The primary challenge was to develop a cohesive and attractive brand identity that could stand out in the saturated market without the budget typically available to more established brands. This required maximizing minimal resources to create a compelling visual and communicative strategy that resonated with our target audience.
In response to this challenge, I undertook the development of the first brand guidelines aimed at providing a clear framework for Agni's visual representation across various digital touch points
DIGITAL BRANDING / ART DIRECTION / CONTENT CREATION / LOGO DESIGN
Agni, a minimal premium brand, ignites passion and celebrates individuality. We craft clean, minimalistic yet quality designs. Strategic whitespace enhances sophistication, with red as our bold brand identifier. Our focus is timeless elegance over trends and fast fashion.
IMPLEMENTATION
The new brand identity was rolled out across all platforms, from our e-commerce site to our physical product tags and packaging. We ensured consistency across all touchpoints to strengthen brand recall. Additionally, the marketing team and content creation team was equipped with a brand manual that detailed guidelines on the use of visual elements and tone of voice, ensuring consistency in all future creatives.
Despite having comprehensive brand guidelines, AGNI initially struggled with consistent implementation across all departments.
SOLUTION
Despite having comprehensive brand guidelines, AGNI initially struggled with consistent implementation across all departments, often leading to variations in brand presentation and diluting our market impact.
To address this, I spearheaded the creation of a Brand Ambassador program, assigning knowledgeable representatives in each department to oversee and ensure adherence to our branding standards. Additionally, we implemented regular workshops and weekly review meetings to foster a deeper understanding of the guidelines and facilitate consistent application across all company outputs.
SELECTED PROJECTS
INSTAGRAM REELs + CONTENT
Each piece of Instagram content was thoughtfully designed not just to display our products, but to illustrate practical ways to incorporate wellness into everyday routines, emphasizing our commitment to both physical and mental health. Our aim was to motivate viewers to adopt a health-conscious lifestyle, reinforcing the idea that wellness is not an intermittent activity but an essential part of daily living. This series embodies our dedication to making well-being a reachable and consistent aspect of life, perfectly reflecting the values we uphold at AGNI.
