SOHL
SOHL (Small Objects, Heightened Living) is a lifestyle and a mindfulness brand founded by Janice Lee. Working with the rebranding on socials, as well as the remaking of the overall aesthetic, SOHL is an ongoing project whereby I deliver continuous support via aesthetic and creative direction advice for socials, as well as cultural trends.
Defining the essentials.
As SOHL is in the early stages of its development, it was essential to define the core principles, values, and aesthetics of the brand. While this can be revised along the road, the fundamentals must remain the same. Here, I proposed a color guideline and mood board that directly reflects SOHL’s aesthetic and mission: to be a truthful companion for everyday life.
Mood board creation is an integral part of understanding whether I am on the same page as the brand I work with. Hearing Janice’s story, I felt that SOHL is a brand about connecting with ourselves, others around us, and our world. By integrating natural colors and shapes into the mood board, SOHL’s universe would slowly form a unified vision and brand identity.
Who is the target audience? What motivates them? What are their innermost desires and ambitions? By diving deep into the customer analysis, we can clearly target and communicate. The target audience section of the Brand Guideline can be expanded as much as possible, including Customer Voice and Personality Outlines, familiar favorites by the said audience, and purchasing habits.
Planning for the year involved content and universe building and understanding how to tie the content to critical events, such as product launches, influencer seeding, pop-up events, and seasonal sales. Drafting ahead, at whichever stage of development the project is in, is always helpful in preparing filler shots and content in advance so that they are always ready and suitable for use.
