‘‘I was buzzing…. Sorry, that was a terrible pun but equally irresistible to type.…’’

I love bees. No really I mean, I REALLY love bees. Last year alone I planted over 60grams of bee friendly seeds in and around Bristol city. Gorilla planting some may say. So, when one of my favourite DJ’s asked me to look at a brand refresh, I was buzzing…. Sorry, that was a terrible pun but equally irresistible to type.   

For those who don’t know, Pascal langlois uses the alias Waggles, which is a nod to the ‘dance’ or vibration that bees do to communicate vital information to the hive. Music and bees, this was a project from the heavens.

Discovery > Drafting > Delivery

‘‘On most of my design projects I offer a free drafting process and this is why…’

I loved the original design for Pascals logo. It was creative and clean but from a design point of view it didnt hit the essential criteria that I have come to learn over the years. The first is the squint test. The brand name must be legible at just a few centimetres in size and when squinting the brand lettering must be the most dominant element. Function over form is imperative.

Client specifics: must be able to feature a tagline, a tropical feel and a typeface based on the previous project designed for Maha Quest see project here

Often with projects that come direct from/for an artist there is a process of understanding (if any) what direction and flavour they wish the project to go in. This is often best explored through a process of ‘discovery’.   On most of my design projects I offer a free drafting process and this is why, it works both ways. It offers the client a no risk insight into what I can offer and because it is completely free it pushes me to create the best work I can. Additionally, not many creatives offer this so my hope is that it shows generosity and good will from my part. I want people to feel included in their design project, feel reassured and confident that what they will get is of the highest quality and personal to them and thier target audience.

Social media content and proposals for Soundcloud profile and marketing material

Proposal / visualisations to show the new logo design in context

Waggles - Soundcloud Page Design by Aidy Brooks.jpg

‘‘… [A brand] is not a logo, or a web banner or a social media profile…’’

Marketing material designs and visualisation

I see my role as a designer and creative director to help in all aspects of the creative process and often more than not this involves advising on creative ways to enhance the brand. A brand is ultimately a tone of voice, an opinion, a conversation for a specific set of people. It is not a logo, or a web banner or a social media profile. It is all of those things. It is how a business, organisation or individual communicates their message succinctly and consistently. A well versed designer is a great resource for figuring out creative ways of doing this as they will have worked on ideas across the spectrum: print, social media, website or even email. This is where experience really shines through for any creative project.