This program is the expansion of opportunities, where products become global through the web. It is the largest commercial showcase in the world, and we want more Colombians to be part of it.
Role:
Digital Graphic Designer
Industry:
Industrial Manufacturing
Duration:
2023
Objectives and challenges
Identity: Designing a logo considering the context of ProSurge, a brand recognized within the Jamaican market.
User Experience: Creating an intuitive interface that allows users to easily browse collections, view detailed product information, and make purchases.
Market Research: Implementing a robust e-commerce system with secure payment processing and efficient inventory management.
My approach
Discovery Phase
Consultation with the client: Through communication with the client, I was able to understand that ProsurgeJA is a company that has built a loyal customer base, who buy the product for its quality and personal service with the distributor.
Market Analysis: I analyzed the main competitors and practices that have been carried out, such as mimicking or referencing the original packaging to try to divert customers from ProsurgeJA.
Design and Development
Logo and identity development: A subtle introduction and adoption of the main colors of the best-selling products were chosen as part of the color palette. This was to introduce the brand subtly and reduce the risk of potential rejection or lack of recognition of the product by customers.
Narrative line: With the client, a more aggressive and personalized narrative and communicative line is established, a tone of uncomplicated authority, filled with confidence in the product and its capabilities.
Content development: A graphic style is proposed for publications on social media, posters, and various materials to be used in internal and external communication.
Results
By giving ProsurgeJA a logo and maintaining the predominant colors of its most popular products as part of its identity, we have managed to establish a visual identifier and reduce the risks of color appropriation of the product by competitive markets.
Continuous Improvement: Plan for regular updates and growth of the graphic universe to maintain consumer recognition and enhance the promotion of its products.
Expansion: In the future, Prosurge plans to innovate in new markets and products, making the logo a fundamental part of the design strategy, as it alleviates its recall based on color, compensates with the logo, and serves as support in exploring different colors for new products without detaching them from the brand.
Conclusions
ProsurgeJA has been a challenge, the responsibility of carrying out the development of the visual identity of a brand that has been in the market for over 30 years implies a rigor and responsibility that tests my skills as a designer; communication with the client, as well as intuition supported by prior study, makes this one of the most challenging and exciting projects to undertake.
