THE PROJECT
The business: Urbanight Events. Their business: creating unforgettable experiences in the Twin Cities.
I needed to create my client a business card that would make a lasting impression right at first glance. It needed to be classy and elegant, but also modern and energetic, appealing the city's trendsetters.
LOGO CREATION
The client wanted to incorporate a city-scape into the logo, but also didn't want it to be over-the-top, favoring something more clean and modern. By using a few modifications to the letterforms and then adding little square windows, I was able to portray the skyline in a sleek and simple way. The chosen colors reflect night-time and luxury, two of the feelings the client wanted Urbanight Events to show
PHOTOGRAPHY / ASSET CREATION
I went all around the downtown Minenapolis area and took about 50 photos from various perspectives around the heart of the city. I had taken many day shots, and will use some for other branding efforts for my client, but he and I felt that a night shot would better encapsulate the feeling of the company. I took this photo on a pedestrian bridge next to the University of Minnesota campus. I used a Nikon D5200 mounted on a tripod so that I could get a clear image. The soft curved lines of the pillars below the bridge add elegance to an image mostly composed of straight lines.
BEGINNINGS OF A BRAND
The original plan was to have the logo in white on a photo of the city that's been given a purple filter. While creating that, I thought that using a white logo might not have been the best idea. The project's main goal was to create a lasting impression of the company right at the first glance at the card, as my client meets most of his clients face-to-face while schmoozing at events, and that very first interaction is paramount to his success. With this in mind, I thought of going with a timeless black and gold motif. In printing the cards, gold foil would be applied to the logo, helping to elevate it from the matte card. I ran the photo I took through a black and white filter and added a slight dark vignette. Not only did this treatment help the logo stand out on the complex background, but it also added a bit of inrigue, class, and elegance to the image.
On the back I used the same black and white image as before, but needed to find a nice way to display the information on the card. I needed to show Urbanight Events as more dynamic and energetic, so I created a few purple angular shapes to overlay the skyline. I thought of using the gold foil on the back of the card, but then I didn't want to make the card look too obnoxious, like a rapper with 50 gold chains around his neck. One's fine, but more than that and you're trying too hard. I also didn't want the purple and gold on the card to give off the impression that Urbanight Events was affiliated with the Minnesota Vikings in any way. I made the pruple overlay opaque enough to dull the background enough so that I could use white on the contact info and still have it be perfectly legible.
THE FINISHED PRODUCT
I gave the client a great card to hand out at their events, and the framework for a great brand. I'm confident it will resonate well with people looking for their next event planner. The card is distinct, modern, and elegant, and I'm excited to see how it impacts his clientele. In summary, everyone wants to feel like they were invited to a swanky party, and this card would make the recipient feel that way.
Stay tuned for social banners and website design. Sexiness incoming.
PROMOTIONAL TABLE DISPLAY CARD
