Argentina Guerra
Branding
Video Production
Photography
DESIGN APPROACH
The project began with an introduction to branding fundamentals and the meaning of colors helping the student understand the strategy behind her branding system. Drawing inspiration from her brand statement and mood board, I developed a range of concepts, offering color palettes, typography styles, and logo designs that aligned with her vision.
"I am an ambitious and community-oriented entrepreneurship student at the Wolff Center. Being able to truly understand individual values and mindsets allows me to learn and adapt quickly to new environments and challenges. I aspire to contribute to the positive development of the communities around me by growing businesses with a focus on quality, growth, and integrity."
Argentina
EXECUTION
Colors
I began by analyzing the keywords in her brand statement and exploring the aesthetic direction outlined in her mood board. Then, I developed three distinct color palettes, each tailored to reflect different facets of her personality and values:
A combination of orange, black, and white to convey energy and a minimal, formal tone.
A vibrant palette of green, yellow, and pink, symbolizing growth, ambition, youthfulness, and a sense of care.
Rich shades of purple and beige, representing quality, royalty, and a refined aesthetic.
After reviewing the options, Argentina was most drawn to the purple palette. To better capture her personality, we collaborated on refining the colors, introducing yellow for contrast and depth. The final palette—purple and yellow—strikes a balance between creativity, quality, optimism, and energy, perfectly embodying Argentina's brand.
HEX
#433C5E
R 67
G 60
B 94
C 11%
M 13%
Y 0%
K 63%
HEX
#B98EB1
R 185
G 142
B 177
C 0%
M 17%
Y 3%
K 27%
HEX
#EBC1D2
R 235
G 193
B 210
C 0%
M 16%
Y 10%
K 8%
HEX
#FFFDE0
R 255
G 253
B 224
C 0%
M 1%
Y 12%
K 0%
HEX
#FEFA99
R 254
G 250
B 153
C 0%
M 2%
Y 40%
K 0%
Typography
For the typography, Argentina preferred a balance between two styles: the thinness of one font for headings and the character of another. To achieve her desired look, I combined these elements, resulting in a modern, sophisticated typography that enhances readability while maintaining a clean, polished feel.
Logo
The logo design process focused on creating a unique and memorable symbol using Argentina’s initials, "A" and "G." I explored various approaches, from unified initials to abstract and playful designs. Ultimately, we selected a logo that is clean, modern, and easily readable. To add a distinctive touch, I incorporated a yellow circle, symbolizing the period often placed after initials. The circular shape harmonizes with the curvy font, adding balance and visual interest to the logo while reinforcing the brand’s qualities of creativity and optimism.
FINAL OUTCOME
Once the brand guidelines were finalized, I further supported her personal brand by filming and editing her elevator pitch video, and capturing a professional profile picture, ensuring a cohesive and polished personal brand identity.
