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Use a\ncomprehensive branding\nprocess that includes\nresearch, strategy,\nidentity development, and\napplication across key\ntouchpoints. Develop a\nvisually cohesive identity\nsystem—not just a logo—\ngrounded in clearly defined\nclient needs, target\naudience insights, and\nrelevant market trends.\nConclude with a brand\nstandards guide banner that\ndemonstrates proper usage\nand core visual guidelines.\n\nCREATIVE SOLUTION:\n\nBetty Belts is an ocean-\ninspired jewelry brand\nbeloved by female surfers,\nincluding myself! It\nwas an opportunity I\ncouldn’t pass up! Their\ncurrent brand identity is\nmemorable, but lacks the\nability to be consistent\nand recognizable across\nprint, web, packaging, and\nsocial media. Research and\nclarifying strategy of the\nBetty Belts brand promise,\nstrengths, weaknesses,\nopportunities and threats\ninformed the development\nof the creative direction\nand identity system. The\nmain difference between\nit and similar brands\nis the cult following,\ncommunity development,\nand local engagement in\nVentura, CA. The initial\nlogo design started with\nthree primary creative\ndirections and expanded to\nover one hundred variations\nbefore finalization. The\nbrand identity strives to\nshowcase the fun, playful,\nand creative sisterhood\nof female surfers united\nby love of the ocean and\nthe brand. The various\ntouchpoints add whimsy and\nexcitement for increased\nengagement through\npackaging, social media,\nweb, and environmental\nsignage. 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It\nwas an opportunity I\ncouldn’t pass up! Their\ncurrent brand identity is\nmemorable, but lacks the\nability to be consistent\nand recognizable across\nprint, web, packaging, and\nsocial media. Research and\nclarifying strategy of the\nBetty Belts brand promise,\nstrengths, weaknesses,\nopportunities and threats\ninformed the development\nof the creative direction\nand identity system. 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Use a comprehensive branding process that includes research, strategy, identity development, and application across key touchpoints. Develop a visually cohesive identity system—not just a logo— grounded in clearly defined client needs, target audience insights, and relevant market trends. 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