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RESULTS

— Maurice Mcleish (Cool Junkie CEO)

TESTIMONY

“I was beyond amazed at the work Path Studio did for our company, now we have impacted thousands of people and it’s because they helped align our internal and external branding”

Helvetica Regular

Helvetica Bold

Style

Sans Serif

AaBb

Typography

Typeface

Helvetica

Usage

Primary Typeface

Foundry

Linotype

Typography

Typeface

Dharma Gothic

Foundry

Monotype

Usage

Logo Typeface

Style

Display

Dharma Gothic E Bold

AaGg

BRAND PERCEPTION

STORYBRAND & ONELINER

We take a “human condition” approach to brand perception: looking at it from the perspective of our clients target market. First we begin with research, we find the demographics to help us niche down, understand, and find their target customer to lead us to their onliness statement: I help spread the purest truth by writing and publishing articles that are distilled from big media as an independent journalist This in turn helps us find out our communication objectives and personality:

This is where we take the onliness statement and make it into a transformative story for our clients target customer. As a result we end up with arguably one the most valuable and powerful branding messages ever; the one-liner: Spreading truth distilled from big media’s agenda

HONEST

EMPATHETIC

NEUTRAL

LOGO DESIGN & VISUAL IDENTITY

The wordmark was designed to be professional, big, and reminescent of newspaper headliners + it is to be the main logo in use. This way we pay homage to journalism but also giving the truth for what it is: black and white.

The logo was designed to be minimal. You see the vision behind is that the truth builds up into steps for us to climb up and see it from the top instead of big media showing us. Ironically there’s no app, so the logo is purely conceptual.

To accomplish this we took his ideas of having his name be a trademark and so we chose a minimal yet modern twist on the big headers from newspapers of the past to achieve a similar look, digitally.

(This is that process)

After our Brand Strategy, Perception, StoryBrand & One-liner, we focus on the visual identity that captures all of the aforementioned.

Logo

App Icon

WELUKA

Dharma Gothic E Heavy Bold

COLOR PALETTE

Main (Black) #000000

Color of text on original newspapers

Modernized shade of white inspired by newspapers

Background (White) #FFFFFF

BRAND STRATEGY

Our approach to brand strategy is by asking our friends on the path a sequence of questions that leads us to the mission, value, who we are, and product. These are their answers:

Vision

Mission

Who We Are

Product

The dream behind Weluka Costa journaling, is simply to capture what others can’t. He writes for those who won’t be able to be there, he writes for those who can’t see how things went down accurately, he writes for those who can’t continue being blinded and manipulated by big media. Behind this vision is creating a brand of someone who is trusting, empathetic, consistent, creative, accurate, and honest.

The mission behind WELUKA is to create a place safe and distilled from the deceitfully manipulating influences that big media has on stories. This leads to a journalist’s portfolio to be clean and trusting as it is the purest of stories, in its most neutral form: the truth; a multifaceted term that allows for anyone to make a balanced decision since Weluka rids of bias or sides. Spread Truth. No more lies, no more hate from inaccurate sources, no more rumors, no more marketing schemes. It’s black & white.

Weluka Costa, the one who spreads the truth you can trust

Online articles, and news stories

OUR PLAN

Brand Strategy & Perception

Storybrand & One-liner

Visual Identity & Web Design

Guidelines & Design Collateral

WORKING WITH ONE OF THE BEST WRITERS OF OUR TIME

Working with Weluka Costa has always been a pleasure in the past. With this project working closer together on something we both have a passion for (sticking it to the big man) and sharing our moral compass with the world. It was fun to know that we were building a news paper, a library of the stories shared by Weluka. And as one of my dearest friends, I knew my team and I would kick ass designing and developing his brand, and web design. It’s beautiful I would say, being able to work with my friends and help push them further to where they want to go with visual design and business development, is a dream of mine, I saw Chris Do achieve this and I asked myself “Why can’t I?”

THE CHALLENGE

Weluka is a journalist that writes the truth big media distracts the populous from.

Weluka Costa’s vision is to tell the truth, share the truth, and rid of the polluting corruption that is todays agenda with popular news stations and journalists. The team worked hard to create a Brand, Visual identity, and Website that matched what he’s known for: word that is trustworthy, and pure. Living to tell the entertaining, controversial, depressing, and inspiring stories tha that many may get to hear.

CLIENT

Weluka Costa

SCOPE

Brand Des/Dev Web Design