In 2016 I was asked to develop a new brand strategy and create a new visual identity for Main Idea, a visual content creation collective based between Brooklyn, NY and Burlington, VT. specializing in video production for a stacked list of international recording artists and brands like Alicia Keyes,Denzel Curry,ONLY NY,Nike, and more.
Main Idea's original identity held a firm visual connection with a lightbulb. The goal of the redesign was to utilize this concept to position the brand for diverse work in more highly competitive fields by developing a mark and accompanying set of visual standards that would embody Main Ideas conceptual thinking and unique lighting.
To accompany the set of visual guidelines, I designed, sourced, and facilitated the printing of unique business cards. In crowded world of content creators, Main Idea needed memorable cards that could instantly convey their ability to portray brands and musicians in a unique light.
Main Idea's first visual interaction with its partners comes in the form of treatment decks used to make proposals. My goal for the decks' design was to create a template that avoided being too formulaic through easy customizability while making sure any variations created would remain inside the new identity. To compound that challenge, as many as six different people would be using the decks to make proposals. If using the template were to require additional instruction from another team member, I knew that its use would slowly dwindle in order to save time.
I built a powerful and fully customizable InDesign template from the ground up giving team members the flexibility to create proposals of any length and complexity. The template allows Main Idea to drag and drop crucial elements of proposals, all while avoiding a repetitive format that may become stale to repeat clients.
A key feature of the template was an instructional layer, making sure that using the decks would be accessible to any existing and new team members with minimal instruction.