Based in Los Angeles and San Francisco, Heart of Gold DJs are an all-woman DJ crew putting their vast musical knowledge to work by spinning all the favorite dance floor gems, with none of the cheesy gimmicks
Discovery
Audit, research, and build a theory. Create the brand language document that is used as the guiding force for creative executions—voice, values, product and service positioning, culture, promise, and future vision. Understand what the brand stands for, what it offers, who its customers are, how it is different from its competitors, and its competitive advantage. Create discovery boards based on these findings and begin to form a vision. These visual boards are conceptual, experimental, free form, and inspirational. Focus on the high-level concept and not nitty-gritty design details. Contents include but are not limited to: concept statement, type, color, imagery, inspirational images, sketches.
Design
Using the findings from discovery to create concept sketches. Begin to clarify the design goals, constraints, timelines, and communications protocols.
Concept One: For the Love of Music
It’s time to celebrate one of the most unique aspects of Heart of Gold: quality DJing provided by women. This crew of talented women-identifying DJs is one of a kind in a hugely male dominated field. This concept blends a vintage feel with modern lines to convey a universal love of music and femininity. If Heart of Gold had an album cover, this would be it.
Concept Two: Spinning Gold
Directly recognizable as a music-related business, this takes a direct approach to conveying the Heart of Gold message: we spin gold. No cheesy gimmicks—just pure gold—and we put our heart in it every time.
Concept Three: Hard-working DJs
This type-based logomark feels strong, powerful, iconic, and timeless... and a little Cali. Visible and distinctive, it could be printed on the side of DJ equipment, t-shirts, stickers, and stamps. Long live good typography and it’s ability to create a strong brand presence.
Deliver
Refine the chosen concept, culminating in an identity that achieves the goals identified in discovery. Brand guidelines book created with logo usage, color, typography, photography styles, web styles, and design elements.
