The Master’s thesis focuses on designing BoxSpring brand identity. Brand identity is everything brand is, it’s mission, vision, design and values. It includes logo, colour scheme, typography, slogan, basic printed and marketing materials. To design a strong brand identity you need to study brand’s focus group and create brand’s buying persona. The brand identity is complete with brand identity manual.
The purpose of the master’s thesis was to create brand identity and brand identity manual, and by this creating awareness and competitiveness of the brand. The goals of the master’s thesis were to analyse and compare competitive brands, to analyse goals and wishes of the brand’s owner company, to design focus group and buying persona of the brand, to design brand identity and brand identity manual and to design brand’s web page and make an analysis of it.
In the theoretical part of the master’s thesis we described the process of designing brand identity and elements it contains, such as symbol and logo, typography, colours, slogan and web page. We also described the importance of brand identity manual.
In the practical part of the master’s thesis we described used materials and methods. We described brand BoxSpring, made an overview and description of the competitive brand in Slovenia and abroad, we described goals and wishes of the brand’s owner company, made an analysis of the focus group and created brand’s buying persona.
In the results we presented designed elements of the brand identity, brand identity manual that represents the conclusion of designing brand identity and web page analysis we made with Hotjar.