Type
Self-initiated
Role
Visual Design
UI & UX Design
Industries
Design and Creativity
Date
April 4, 2018
General Summary
I carried out the project of creating the complete identity of DSIN, a brand that represents my first design studio. This journey included developing the brand name, logo, website, visuals for social media, verbal identity, a mascot, a brand manual, and a distinctive line of merchandising. DSIN was built with the central philosophy of standing out in the competitive design world through an unconventional brand identity.
Concept
The main concept of DSIN revolves around challenging the conventional norms of formal and serious communication, presenting an elegant image without the need to be overly serious. While competitors heavily relied on graphically sober, geometric, and minimalist branding to gain credibility, I decided to break away from this trend, creating a niche for differentiation that doesn’t merely define the brand but tells a story. This approach adds a point of intrigue, targeting millennial entrepreneurs.
"The City of Sin" as Inspiration
The visual language draws from the allure of what I termed "The City of Sin," incorporating vintage cigarette ads, perfume commercials, casino aesthetics, and elements from an abyssal universe into the initial conceptual moodboard. This gave the brand a mischievous yet attractive personality, making it memorable and distinct.
Narrative Through Universality
The brand's narrative positions its services within a universe inspired by the seven deadly sins. Each sin metaphorically corresponds to a target industry, allowing us to craft tailored messages while maintaining the brand story and playful appeal across different markets.
Sector and Key Message
🤳 Communication (Envy):
If your goal is to inspire people to set new goals by showcasing great achievements, we can turn your message into a beacon of inspiration for everyone.
💄 Beauty (Pride):
For those who help people feel secure and satisfied with themselves, we can create a message as compelling as the confidence you inspire.
👟 Sports (Wrath):
When fans experience the frustration of defeat, you transform that anger into motivation to keep supporting. We can help you convey that passion in every sports message.
🍔 Gastronomy (Gluttony):
For those who awaken an insatiable appetite with their culinary creations, we can make your brand as irresistible as your dishes.
🛍️ Retail (Greed):
If you offer everything people desire, we can turn your promotions into irresistible opportunities no one can pass up.
👙 Fashion (Lust):
Design experiences as seductive as an unforgettable outfit.
📺 Entertainment (Sloth):
Create moments so irresistible that even laziness wants to enjoy them.
Brand Positioning Objective
The positioning objective I created was based on the following premise: "For creative entrepreneurs and SMEs, DSIN is a bold and persuasive design partner that delivers captivating visual narratives, standing out from minimalist competitors by offering direct, striking, natural, and human communication."
Naming
The name DSIN originates from "Design," strategically deconstructed to emphasize the core idea of "sin." This evokes humanity's inherent attraction to desire and fascination, symbolizing boldness and people-centered creativity.
Structure: DSIN retains the essential phonetics of "Design" while eliminating redundancies, ensuring memorability.
Cultural Connotations: The word "sin" is associated with indulgence and temptation, aligning with the brand’s playful and daring tone.
Flexibility: Short and versatile, DSIN is easily adaptable to different languages, digital platforms, and visual formats.
Logo Design
The DSIN logo embodies power and playfulness through its red and black color palette, symbolizing passion and sophistication. The letterforms—particularly the pronounced curves of the D, S, and N—are balanced with sharp edges that convey intrigue and a hint of danger. However, the prominent use of curved shapes softens the message, making it more approachable and friendly, while maintaining the brand's characteristic playful touch.
Visual Identity
DSIN's visual assets extend into merchandising inspired by the aesthetics of casinos. Business cards are designed to resemble poker cards, featuring:
Synthesized patterns forming hearts, spades, diamonds, and clubs, crafted exclusively from basic geometric shapes such as triangles, circles, and rhombuses.
Business Card:
Mascot: Demi
Demi, short for "demon," serves as DSIN's playful guide for clients and users. Demi is a visually charismatic character designed to balance mischievousness with approachability. The design is versatile and adaptable, allowing it to embody various concepts related to branding and marketing. Below are the key details of its design:
General Characteristics
Oversized Head: Adds a cartoonish and friendly touch, making Demi memorable and appealing. This feature fosters an emotional connection with the audience, softening its "devilish" nature.
Formal Attire: Always dressed in an elegant black or red suit, lending an air of professionalism and sophistication aligned with DSIN's identity.
Devil's Tail: Subtle yet noticeable, reinforcing Demi’s playful essence and its inspiration from “sin,” without being intimidating.
Large Eyes: Rounded and expressive, they reflect curiosity and humor, connecting with the brand’s values of creativity and approachability.
Primary Colors: Red and black, representing power, boldness, and mystery, while visually aligning with DSIN's core palette.
Thematic Adaptations
Demi transforms its attire and accessories depending on the concept it represents. This reinforces its versatility and aligns directly with the core branding ideas:
Viral Marketing: 🧪 Demi as a scientist, wearing a lab coat, glasses, and holding chemicals, symbolizing experimentation and the unpredictable, explosive nature of viral campaigns.
Business Angel: 😇 Demi as a blue angel, representing the support and guidance an investor provides to startups, highlighting calmness and financial stability.
Mystery Shopping: 🕵️♂️ Demi in a trench coat, fedora, and dark glasses, reflecting the stealth and discretion needed to evaluate customer experiences undercover.
Targeting: 🎯 Demi with a sniper rifle, symbolizing the precision and focus required to identify and reach target audiences effectively.
Head Hunter: 💀 Demi with a skull in hand and an eye patch, projecting a bold and edgy image that encapsulates the rigorous search for top-level talent.
Love Mark: ❤️ Demi in love, surrounded by floating hearts, representing the deep, emotional connection brands aim to establish with consumers.
Community Manager: 🪖 Demi as a military colonel, leading an army, symbolizing strategic management and leadership in coordinating an active, engaged community.
Ambush Marketing: 🥷 Demi as a ninja hiding behind bushes, representing swift, strategic, and unofficial actions that capture attention during key events without sponsorship.
Brainstorming: 🌩️ Demi laughing mischievously while a storm of brains surrounds it, representing the chaotic yet productive creativity of idea generation sessions.
Brand Manual: Brand Engineering Manual
The DSIN Brand Manual has been developed as an interactive PDF, featuring QR codes and links on every page. These provide access to essential brand assets such as logos, templates, and color palettes. This practical and intuitive approach transforms the manual into a highly functional and accessible tool. Its technical and systematic structure has led to its evolution into the Brand Engineering Manual, reflecting a more comprehensive approach to constructing the brand’s visual and verbal identity. This transformation also inspired a reinterpretation of the DSIN name as an acronym: Design of Business Identity Systems, further strengthening its strategic and distinctive positioning in the market.
Website Design
DSIN's website design focuses on conveying a unique and memorable identity, using poker cards as a recurring visual element to reinforce the brand’s core concept. The featured tagline, “Be a true ACE with your brand,” ties the ace card symbol to the idea of being outstanding and exceptional, perfectly aligning with DSIN’s values. The website design incorporates dark wood tones, which add a rustic yet elegant aesthetic. Meanwhile, textured visual elements maintain a warm, human touch. This combination ensures the website is not only visually striking but also consistent with DSIN’s bold narrative and personality.
Conclusion
DSIN is a practical brand with a solid foundation and a dynamic design that seamlessly blends functionality with creativity. Its versatile approach and unique narrative position it with great potential for continued growth and evolution as a brand.
