Behind the Brand(ing)
Portland(ing) - if you will. // The branding process of Daymark - PORTLAND, ME.
PROJECT GOALS
Brand goals A brand that helps people think differently about what they get here.
Challenge West Bayside area is challenging because the neighborhood hasn’t “turned” yet. We love a challenge.
RESEARCH & INSIGHTS
Place Our site, our surroundings, and the cultural phenomenon that is Portland, ME
Audience Who fits in here? Why would they want to come? How do we get them?
Competition Where else is our target looking? What are other sellers doing to attract buyers?
Taking all of this into account, we had to ask:
What says Portland(ing) to us?
A down-to-earth area for growing families or young professionals who have blue collar values and white collar tastes.
A city that offers the perfect blend of stylish and sophisticated, with genuine and unpretentious.
Enter: the birth of the Daymark logo.
Portland lives by a “collaboration over competition” theory, so by welcoming us into their community, it has been important to us that we represent the city in a way that makes them proud to call us one of their own; from the largest, to the most minute pieces of this project.
Decisions, decisions…
Color: Earthy and rustic tones were chosen to depict the importance of nature and the environment in Portland. With a heavy focus among the community on the value of being eco-friendly, and the impact it has on the city, it was important for us to represent that in our color palette.
Font: Given its coastal location, it was only natural to incorporate a nautical influence into the logo. We opted to do so by implementing a play on letters with the triangle shapes serving as an homage to boat sails and nautical flags.
Check out the final product below, along with all of our brand assets.
