Branding Project Part 2: Designing Collateral

This is part 2 in my branding project design. If you missed Part 1, click here.

The next step in this project was to start designing the collateral for my fictitious diapering concierge business, things like a business card, stationery (letterhead, envelope), a brochure, labels for products, hang tags, a website, and mock-ups of a set of products appropriate for the type of business.

Artemis Stationery

Since the Greek Goddess Artemis was the protector of young children and young animals, I really wanted to offer custom diaper covers in animal prints, which meant I had to design animal prints. In my mind, that meant I should also illustrate the animals that go with the animal prints and figure out later how to use the animals in the collateral. That was A LOT of work, drawing a cheetah, leopard, giraffe and zebra, and the animal prints to go with them. But I’m so glad I spent the time on it because I love love love how they turned out. I ordered fabric swatches from Spoonflower so I could make prototypes.

Artemis Animals

Artemis Animal Faces Artemis Animal Prints

I ended up doing a lot of work in Photoshop, putting my animal prints onto diaper covers and changing pads, for the digital files I had to use for my presentation and to turn in to the teacher.

Artemis Collateral Products

Then I decided to make real-life prototypes, which included a baby quilt for the mock-up changing pad with my artemis cherub on the front side and the animal faces on the other side. Oops, I didn’t take a picture of both sides of the quilt/changing pad before turning it in. Here’s a picture of the fabrics.

artemis prints

I also made an actual diaper cover with the cherub print, and a pouch from suiting fabric and the animals for the lining as the package the diaper covers would come it. (Thanks for the tutorial from Dana Made It.) My idea is that all this would  be in a welcome kit for new customers, a basket also including our luxury powder, bath wash and lotion.

Artemis collateral

Since I had the time over Spring Break, I designed a working website for this fictitious business, which was great web design practice. This was another place I saw an opportunity to use the animals I illustrated on the footer of each web page, in addition to the animal fabric prints.

Artemis Website Custom Designs

After all that, we had to put together a brand standards manual so people would know how to use the logo and brand elements, and how not to use them, what fonts are allowed, etc. I won’t bore you with all those knitty-gritty details, so here’s a short version of the brand elements I put together.

Artemis Branding Board

* * * * *

It may seem a little backwards, but next week, I’m hoping to share with you some of my mood boards and sketches that went into brainstorming the brand for this business. (I need to photograph a page or two from my sketchbook.)

* * * * *

It was such a relief to finish this project, present it to my class, and receive a positive response, after all the blood, sweat and tears I shed over the past three months. Even my classmates who had businesses that might seem like easy ones to design for struggled until the bitter end.

And now, we move on to the next project, a smaller branding campaign, with about 4 weeks left in the semester. Hope you found some inspiration in reading about the process of branding a company. I grew quite passionate about this project, so I hope I get to do more of this type of branding work in my creative career. Thanks for stopping by!



  • I hope you get to do branding too! You have a real creative flair for it. The use of animal prints is genius–fun and classy and upscale. I would definitely hire you!

    • Thanks Cindy! It’s great fun looking back on this big project. I’m hoping to illustrate more animals, and find other projects to use them in.

  • This is so unbelievably amazing. I can’t believe how much work you did on this in such a short period of time, and fabulously it all turned out. I agree with you — the animals were totally worth it. They really make the web site. And the actual diaper covers and the welcome kit? Unbelievable! I can’t believe this isn’t a real product! This is such a great package of design to be able to show off when you are trying to get a job. You are going to be such a success!!!

    • Thanks Amy! I really wanted everything to be believable, so I’m happy to hear you think so. Sure hope I get to do more of this type of work in a future creative career.

  • Speechless! I think a diaper business is in your future!;)

  • SherbertPipWish

    WOW!!!! What an amazing job you did and a huge amount of work. It’s super impressive. I think if this were a real time company they would be delighted with your design concept and execution. Its a really modern and trendy twist on the traditional baby products out there. Congratulations and well done! The animal prints are hip, the animals themselves are attractive and child appealing without being too too cute and the cherub just adds that softer feel to the whole line and concept. Well done Terri !

    • Thanks so much, Shell! I really appreciate your comments and feedback. It was a huge challenge for me to work on, but I ended up loving it in the end. I am hoping to draw more animals like that and figure out something else to do with them. I have another order coming from Spoonflower to make stuffed animals for a hanging mobile, just for fun.

      I’m really happy to hear you think it’s modern and trendy, which was my goal. I didn’t want it to look cutesy or crafty, but professional and believable.

  • SherbertPipWish

    Ps – how adorable do the two babies look modelling the diaper cover on your web-site!!

  • Wow Terri, super impressive. Anyone looking to start a diaper service? Please contact Terri Wilhelm for a fully integrated branded products, business collateral and website all ready to go, hundreds of hours of creative work all ready done for you, all you need is a truck! Bids starting at…Serious inquires only.

    Who are your little baby models?

    • Thanks so much Linda! I really appreciate that. It was a great challenge for me. And now I know what all goes into branding a company, which I really enjoyed doing. Hope I get to do this more!

      By the way, the little baby models you asked about? That’s a random photo I found on the Internet that I Photoshopped my prints on for their diaper covers and the trunk.

  • Wow Terri! What a tremendous amount of work! I am impressed, everything looks so wonderful! I now know who I am contacting for my revisions and changes for my business! (As if I would have anyone else!)

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  • This was a terrific post–I came over from Cindy and Live a Colorful Life and you are doing what I’ve always wanted to do: get a graphic arts degree. So I loved reading about your project. Congratulations!

    Elizabeth E.
    P.S. I am following you now on Bloglovin.’

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  • I love the pink and green color scheme, and the animal prints. I bet your classmates think you are a real overachiever because of your sewing skills. Making up prototypes! I love it!

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