Page 67 - Ken O Brien

Brand Refinement After the visual identity had been developed, re nements were made to get

a clear understanding for how it should be visually represented to the customer.

ECHELON

ECHELON ECHELON
GROUP GROUP

Rough Sketch / Initial Concept

ECHELON

GROUP
Brand Development ECHELON ECHELON
GROUP

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 ECHELON ECHELON
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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