In this module, we're going to look at how you can take all of the pieces that you have made as part of your brand identity pallet, and apply them to some pieces of collateral that make up your brand. These pieces can be anything. They can be any kind of design object that you think is relevant to your particular startup company. So if I look at a Scargo, and come up with some ideas for what kind of vehicles might be good to apply my design pallet to. I might think of creating a uniform for perhaps the waiters or the staff or the drivers in my vans. I might also think about what the track itself is going to look like. How I might design some kind of mural wrap that's going to work with the Citroen/ 2CV. I could also think about table settings, about collateral that could exist along with that. And I might also think about at least one digital application. So I might look at a tracker app so that I could find wherever the trucks might be. So, these will be four choices that would be related to my particular company, but your four choices could be totally different, because they really should be things that grow out of what your company does. There are some things that are staples, that most companies are going to need, so you could easily work with letter heads and business cards. But I think it's interesting to try and think of what your particular company might want and what might be relevant just to your company. Making these kind of mockups is a great way to test your identity system and it also means that you can visualize it in a fairly finished state. Sometimes this is the best thing to do, because it lets a client see their design as it's living in the real world. To show you some examples of this, I'm going to walk you through a real world client, Pasadena Conservatory of Music, and look at some of the presentation material from that. So here in this initial presentation, there's three different ideas, and you can see a lot of the elements that we've already looked at. So there's a logo type where it's typographically treated. There's variations of how the type locks up. And then here you can see, there's various different applications of that design. So there's business card, letterhead, and annual report. There's also here some t-shirts and some banners. And these would all be elements that PCM would be wanting to produce. So it's a great way for them to see what this particular identity might work like. In order to compare it for this initial presentation, we actually produce the same materials for three or four different identities. So here you can see a slighty different direction, much more classical with the totally different lock up but also a very different color pallet and a very different hierarchy to the relationship between the mark and that logo type. But again, you can see here that we're actually applying it to the same kind of materials so you can have a comparative situation where you can look between the different identities and see how they're going to work, and see which one works best. So here in the third direction, you can see that this musical notation embedded within the type, and a very cool, much more conservative color palette. And the style of the imagery changes slightly, as well, to be a little more moody here, and then you can see the same applications again with the t-shirts, and the street banners. This is the last direction, which is the one that we ended up developing. So here you can see the mark, and the mark is actually modular so it breaks down into different pieces. So here you can see the mark in some variations with the different color palette and different typography as well. And here it is applied again to business card, letterhead, and annual report. And the same again, you can see it in the t-shirt, in the street banners. We developed the mark itself into a modular system. So it could grow and be used in different forms. And we equated this to have the structure of musician's work, so whether it was a solo with one piece, duet with two, trio with three, quartet with four, etcetera. So you can see here a lot of similarity between how this system is working in a presentation to a client and the kind of brand development guide that you've been working on. So at this stage our mark was fairly fixed and we were really looking at the typography in the logo type and seeing which might work the best. I'm also looking at different scales and different kind of lock ups and relationships between the logo type and the mark. And here's some second type faces and a color palate. So again, very, very similar to the kind of road map that we've been following with our own identity guide. And here are some mockups with the annual report again and the business card and the letter head. And again here you can see some applications with the business card and the letterhead and the annual report. But here it's a little more playful and the scale relationships between the typography and the mark have changed. So we're also looking at what our design and composition strategies might be. And in this version you can see the different color palette but also applied in a radically different way. So it's affecting how the imagery is going to look and also how the overall feel is going to be. So as we get further into this process when narrowing down our colors and our type face choice. And more also looking at things like the website, and even though this is just a mockup design done very quickly, it's really to look at how the color palette might work within that identity. So if you think about your secret ingredient. Here with Pasadena one of our ingredients was that we created a set of business cards where we allowed different people within the organization to pick which design they like. So this gave them a chance to personalize their card and feel a connection with the identity.And the letterhead had a similar approach where there were various different versions that people could choose from. We also created an identity manual, and this is different from the kind of guide, the brand development guide that we're creating. The manual is really for people that are using the logo type, and it's a set of rules and instructions. What we're creating with our brand development guide is really something that looks at our own process and how we've built up this identity.