Basics Design: Design Thinking

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Who:the activity the client and

target audience is active in.

Who:to attract new and

existing business interest.

Why: to create a coherent

visual identity/advance aims.

What:a corporate visual

identity to attract investors.

Where: on all print

and web-based external

communications.

Descriptors or keys:

nouns, verbs and attributes

that can be used to

create the unique selling

proposition the design

presents.

Resulting identity: the

words ‘gold’ and ‘Colombia’

are picked out to highlight

the USP of its business: gold

in Colombia. The dark green

achieves high contrast and

reflects Colombia’s climate. Design Thinking

Stage 1 – Define

Aim:

• To produce a new corporate identity that
  reflects the exciting potential of this junior
  mining exploration company.


• To create an identity that resonates with
  potential investors as the company prepares
  to raise its profile ahead of an IPO.


• To differentiate the company from other mining
  companies, other gold companies, and other
  companies on the stock market in general.

Usage: The identity will be used on all external

corporate communications including website,

printed materials, business cards and

presentations.

Geographical locations: The target audience

mainly reside in North America and Europe.

Target audience: Shareholders, bank analysts,

media and other interested parties.

Identity keys that relate to the nature of the

company:

Nouns: Colombia, gold, mining, exploration,

Antioquia, history

Adjectives: unique, new, exciting potential,

impressive, experienced

Colours: gold, bright forest green,

(Colombian flag colours: red, blue, yellow)

Emótica
This design brief was given to design studio Emotica by Continental Gold, a
Colombian gold exploration company. Emotica was asked to produce a new
visual identity for use on all the client’s external communications.

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DALIMHE-DTP^1

Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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