BRAND & STYLE GUIDE

Identity and branding system built for a conceptual company created for self-exploration as a form of recreation.

PROBLEM

Businesses can’t thrive (or survive) without a solid brand foundation. The PSYCHEDELIX concept was just that–a concept–until it was brought to life through extensive brand building.

GOAL

PSYCHEDLIX is a premium brand with a whimsical spirit, and the identity system needed to harmonize these two traits through its visual character.

CONTRIBUTIONS

  • End-to-End Strategist & Designer

Full brand & style guide (use arrows [or swipe on mobile] to navigate or open the document as a PDF in a new window here)

Cover page of Psychedelix brand and style guide, featuring pastel-colored abstract floral design and vertical lines in purple, pink, yellow, green, and blue.
Table of contents page from PSYCHEDELIX Brand & Style Guide with sections for Inception, Persona, Expression, Communication, and Environment, each with numbered subtopics and color-coded headings.
A purple-themed presentation slide with a large number 1 on the right that has a geometric, faceted design, and a purple sidebar on the left listing menu options such as 'Inception,' 'Welcome - Letter from the CEO,' 'Company Overview,' and others.
A woman with platinum blonde hair, wearing a detailed white and gold studded blazer, sitting with her hands clasped, looking at the camera.
A woman wearing reflective sunglasses with neon lights reflected in them, in a vibrant, futuristic setting.
Image of a futuristic sensory deprivation tank with an open lid, illuminated with purple lighting inside.
Brand style guide page with a colorful digital illustration of a fish with a pink and purple tail, set against a light blue background. The text includes branding descriptors like 'out of the ordinary,' 'surreal,' 'spunky,' 'first-class,' 'stimulatin
Infographic titled 'Brand Platform' with sections labeled Positioning, Composition, Purpose, Culture, Mission, and Personality, each with descriptive text and color-coded backgrounds.
A colorful infographic outlining the key elements of the PSYCHEDELLIX brand brief, including sections on key stakeholders, key beliefs, mission, target market, value proposition, competitive advantage, and attributes, with the main idea highlighted a
A style guide page with a large blue number 2 made of a geometric pattern, and a blue sidebar listing brand elements such as logo types and usage guidelines.
Page from a branding guide for PSYCHEDELIX. The left page contains text explaining the trademark's design elements, and the right page displays the PSYCHEDELIX logo with a geometric floral design and the phrase 'EXPLORE YOURSELF' beneath it.
Page from PSYCHEDELIX brand style guide, showing logo typography details with the words "PSYCHEDELIX" in bold font and "EXPLORE YOURSELF" in thin font underneath, and descriptions of font usage and branding instructions.
A two-page spread from a brand style guide. The left page has a title "The Flourish" in large blue text and a paragraph explaining the brand mark. The right page features a black and white, intricate, flower-like geometric design with multiple elonga
Graphic showing steps for building a flourish logo, including shapes, measurements, and scaling instructions.
Page from a branding style guide showing black and white logos for Psychedelix, including a flower icon, with light background and dark background versions.
A page from a branding style guide showing different color logo designs for 'PSYCHEDELIK,' including a purple, pink, and blue version, with decorative floral elements and the tagline 'Explore Yourself'.
A logo for PSYCHEDELIK with the tagline 'Explore Yourself,' featuring a stylized flower and marked exclusion zone boundary guidelines for brand and style standards.
Page from brand style guide titled 'Smallest Size' showing logo size specifications for 'PSYCHEDELIK' with the tagline 'EXPLORE YOURSELF'. The guide includes measurements in inches, notes about scaling, and decorative floral graphic elements.
Guide showing incorrect uses of the PSYCHEDELIX logo, including do not stretch, reflect, alter alignment, change color, change opacity, or use background with insufficient contrast.
Green slide with the word 'EXPRESSION' and a large, geometric, green number 3 on the right. The left side has a list of items including color palette, visual elements, pattern, typography, correct and incorrect use of photography, and the PSYCHEDELIX
A color palette chart displaying primary and secondary colors with associated Pantone codes, RGB, CMY, and CMYK values, and textual descriptions of the psychological meanings of each color, including purple, blue, pink, green, and yellow.
Page from a graphic design style guide titled 'Visual Elements' with tips on color, shape, stroke weights, and shadows for creating brand elements. Contains diagrams demonstrating color usage, shape examples, stroke line options, and shadow effects,
Design pattern with light blue, elongated, leaf-like shapes arranged in a repeated, floral pattern on a white background. The left side contains text about the pattern on a white background with green headers.
A style guide page discussing typography for a brand called PSYCHEDELIX, with sample text in various fonts and styles, including headlines, subheads, body copy, and captions, and explanations of font choices and usage.
Page from a brand style guide with the title 'Photography: Correct Use' and a paragraph about effective imagery. Contains eight photos: a colorful abstract portrait, a person jumping in a pool, a chandelier, foggy mountain scenery, a person whisperin
A guide showing examples of inappropriate images for photography, including a dreamcatcher at sunset, abstract colorful art, a woman vaping with smoke, a vibrant psychedelic elephant, an art gallery interior with paintings, a group of businesspeople
A yellow-themed page from a brand style guide titled 'Communication'. It features a list of stationery and member loyalty products on the left, including business cards, letterheads, envelopes, and a mobile app. The number four is prominently display
Open book or magazine showing a business card design guide with the title 'Stationery: Business Card' in yellow text, and images of two sample business cards for Psychedelix, a company with a colorful, psychedelic-themed logo and text.
A printed page showing a style guide about letterhead stationery, including information about size and usage, with an example letter on the right side from PSYCHEDELEX.
A page from a style guide showing two different colored envelopes, one blue and one purple, with psychedelic flower designs, and text providing details about envelope styles and usage.
Diagram showing loyalty incentives over time: pens and pencils for 1 year, sunglasses for 2 years, a sound system for 5 years, and a watch for 10 years.
Comparison of standard and platinum member cards and key fobs for PSYCHEDELEX. The standard card is black with white text, and the platinum card is silver with black text. Both cards display the PSYCHEDELEX logo, member name, and member details. The
Page from a guidebook showing the Psychedelix mobile app, with an iPhone screen displaying login options and a smartwatch showing a scan barcode feature.
Pink and white branding slide, with large pink number 5 featuring a geometric pattern on the right, and the word 'ENVIRONMENT' on the left in white text, along with a list of related topics such as pictogram set, interior signage, billboard, company
Chart illustrating a set of pictograms used for signage, including icons for information, valet parking, elevator, restrooms, check-in, no entry, drug-free facility, group studio, child care, vending, registration kiosk, and parking, with pink and bl
Interior signage examples including a self-registration sign with a water droplet and watch icon, an elevator sign with an elevator icon, and a vending sign with a vending machine icon.
A billboard featuring a woman floating in water with her eyes closed, with bold text asking, 'Are you in touch with your wildest fantasies?' and smaller text reading, '...Do you want to be?' overlaid on the right side of the billboard.
Page from a style guide showing a white Mercedes Benz G-Wagon SUV with branding on the side, along with black and white sketches of the vehicle from different angles.
Illustration of a modern building with curved exterior walls, a glass sky bridge, and the word "PSYCHEDELIK" on the front, surrounded by trees and a few people walking.
A thank you page with colorful vertical bars above and below the words "thank you" in bold black font. The page includes a message of appreciation, contact information for PSYCHEDELIX Corporate Headquarters, and a footer with the company name and sty

OUTCOME

An identity system was built and documented in a comprehensive brand and style guide, capturing both the elite status and mind-bending nature of PSYCHEDELIX as a catalyst of introspective recreation.

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