Page 66 - Ken O Brien

Rough Sketch / Initial Concept

Brand Development

After researching the market and customer,
I was then able to draw on the Brand Essence

system that was developed and devise various
di erent possible brand names that would be
suitable for the product and company I was to

propose. Two of the key words associated with
the brand envisiaged were, Toptier and elite,
after exploring similar words the term “Echelon”

arose and that seemed like a very brandable ECHELON
namefor a sports belt manufacturer. Once this

name had been devised, various brainstorm
sketches would be done to come upwith an
identity that best respresented the brand. Refined Brand identity

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