CraftLab Brand Book
OMNICOMHEALTH
SPRING 2025
BRANDING & IDENTITY DESIGN
PROBLEM
The CraftLab is a student-led healthcare advertising entity that is part of Omnicom Health, an established agency network. As CraftLab continues to develop, Crafters need a reliable template that defines and enforces CraftLab brand standards.
Develop a visual identity and a central Brand Book for CraftLab that Crafters can utilize as a point of reference for all future campaign development and deliverables.
SOLUTION
BRAND BOOK LAYOUT
STRATEGY
We took the vibrant and fresh tone of CraftLab being student-led and turned it visual. The design is modern, inquisitive, bold, and just personable enough to seem dynamic without immaturity.
The brand identity is bright, informative, creative, and professional. Hand drawn iconography visualizes the brand’s personality of fresh thinking, collaboration, and inclusivity while keeping it tasteful.
CONCEPT DEVELOPMENT
Three initial concepts were presented to stakeholders focusing on bold minimalism, unconventionality, and academia. After many feedback sessions, we moved forward with bold minimalism as our leading visual style.
BRAND IN ACTION
