Setting the Vibe

Setting the right tone. Where does it fit?

Developing a brand can seem like an obscure and daunting process. It can be unclear where it starts and, especially, where it ends. Branding is really a series of stages that all lead to understanding and defining your brand. So, let’s break apart this omnipresent process of “branding” and talk about one stage of the process that is not designing a logo: setting the vibe.

So, what’s a vibe?

After the first week of Brand Camp, after we have pulled out key pillars and core concepts for your brand, you will sit down with the design and strategy team to start exploring the vibe. We use the criteria of the strategy to explore the look and feel of your brand – colors, images, fonts, illustrations. For instance, we might discover during our strategy dive that your brand needs to exude joy, hope, and optimism for young women. So, what does that look like? The obvious pink and glitter? Or is there a vibe that still tells that story, but still uniquely positions your brand?

Color and mood boards sound too hippy-dippy?

Take a look at the two images below and tell me you don’t get a different visceral reaction to each.

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Both sell, virtually the same thing, geoprene wetsuits. Yet, their brands are starkly different and target very different markets. Their vibe is a representation of how they make their products, how they sell them, and maybe, even, how much they sell it for. (#pinktax, anyone)

Your vibe attracts your tribe.

Yes, your logo is important – but your brand’s vibe attracts your tribe. It turns lookers into followers. How do you understand who your tribe is, and then map out your vibe so it attracts that tribe? Well, you first need to back it up with strategy. Then, some kick-ass design can really pull it all together.

I know the perfect place to start – let’s talk about Brand Camp. 

Deep dive

We care deeply about sustainability branding, graphic design, industry trends, company culture, and more. Dive into the minds of our team on the Four Fin blog, The Deep End.

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Chiao Huang

Chiao Huang

Brand Designer

Crafting unique experiences through design.

Enneagram:

3

Positive Attitude & Go Getter
Theme song:

Freedom

Kygo
  •  I grew up in a scuba diving family. I cried underwater when I failed my test when I was 10. Getting water out of your mask is one of the test categories. Yes, I got my license in the end.
    • I used to train to ride horses. One time, I got stepped on by a horse and I screamed, but forgot to push it away. My toe was ok tho.
    • Used to want to be a fine art artist but instead doing murals as side hustle nowadays.

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Emma O'Regan

Emma O'Regan

Graphic Designer

Turns clients’ visions into designs that are creative, cohesive and compelling while keeping all the little details in mind.

Enneagram:

6

Caring & Methodical
Theme song:

This Must Be the Place

Talking Heads
  • Gets excited about nicely designed labels, cheap sunglasses, and new book smell
  • Youngest of 3, with a big gap between the oldest and me, my go-to revenge was stealing one shoe. Not the pair, just one.
  • Drawn to design because of the power in visual communication

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