Advertisement made and edited with Adobe Premiere Pro, CRUX branding designed in Adobe Illustrator, stock footage sourced from Pexels.
During my Intro to Marketing class, our class of 20+ students was each tasked with completing the Marketplace Business Simulation, in which we had to develop a conceptual bike brand, treating it as a real business within the simulation throughout 7 quarters (each quarter lasted one week in class).
Although it wasn't required, I decided to take the assignment a step further and develop branding. As a result, I created CRUX, a mountain bike brand with a logo, branding system, and short advertisement which you can see above.
As we my classmates and I were each competing against one another to obtain the most marketshare by the end of the 7-week period, I finished the class in first with 62% overall market share, ranking in the 90th percentile for national students.
My idea for CRUX's branding was to embody the feeling of riding through the mountains. The word "crux" is often used when referring to the most physically challenging portion of a climb or route, therefore connecting the brand to "mountain" and "physical" in the audience's mind.
The logo design is an upright, simplified bike pedal, creating an iconic feel and influencing the target audience to immediately connect the CRUX brand to biking. When paired with the CRUX name, the connection between biking and mountains (mountain biking) becomes clear.
The Color scheme was designed to generate an organic feeling, making sure the idea of nature was woven into the brand, while the brighter green gives CRUX a recognizable, iconic feel.
Designed in Illustrator, here you can see a bit more of my design journey, where you can piece together my thought process when developing the brand image.