# Creative Process and Client Engagement Wed, 19 Feb 25 --- ### 1. Brand Workshop & Discovery - **Context** - Morni is a slow-fashion, lifestyle-oriented brand that emphasizes sustainability, custom craftsmanship, and a “future vintage” aesthetic. - **Goals** - Clarify the founder’s vision and map it to strategic brand elements: vibe, audience, aspirations, and core message. - Explore how Morni can be positioned as a lifestyle brand (not just a platform) that resonates with global, design-conscious customers. - **Outcome** - Identified key brand words (“playful,” “experimental,” “mystical nature,” “mind-expansive”). - Validated the brand’s core differentiator: co-creation with customers, supported by natural materials and heritage techniques. ### 2. Mood Boarding & Visual Direction - **Process** - Compiled images reflecting “vintage future,” nature, handcraft, and playful energy—capturing Morni’s look and feel. - Mapped potential color palettes (earthy + bold gradients), typographic styles (mix of serif and clean mono), and textural elements (grain, collage, handwritten). - **Outcome** - A cohesive “visual vocabulary” that bridges traditional Indian craft with a global, contemporary aesthetic. - Narrowed down references that sparked immediate resonance with the founder (gradients, grainy imagery, mystic floral elements). ### 3. Brand Identity & Wordmark Exploration - **Process** - Developed a **thread-inspired** wordmark to convey Morni’s handcrafted essence. - Iterated on letterforms (serif influences, rounded edges) to reflect a soft, tactile quality. - Created supporting icons and patterns (mushrooms, flowers, hearts) derived from the same geometry. - **Outcome** - A distinctive visual system that represents Morni’s values (nature, craft, playful futurism). - Elements can be extended to promotional materials, packaging, and future digital experiences. ### 4. Website Wireframing & Structure - **Key Objectives** - Showcase the brand story, co-creation model, and products in a single, immersive landing page. - Integrate lifestyle imagery, incorporate B2B offerings (escape “MOQ blues”), and highlight custom creation flows. - **Process** - Created a sitemap and wireframes emphasizing hero video montage, brand story folds, shop teasers, B2B segments, and final call-to-action. - Iterated on layout collages, balancing bold visuals with clear CTAs. ### 5. High-Fidelity Design & Copywriting - **Design Approach** - Employed layered collages, gradients, and “scrapbook” textures to underline Morni’s playful yet premium vibe. - Infused nature motifs (flowers, butterflies) alongside minimal modern type to merge heritage with a forward-facing identity. - **Copy Strategy** - Introduced taglines like “co-create your Morni” and “be your own brand,” reinforcing the founder’s concept of a co-creative playground. - Maintained a lively, somewhat rebellious tone (“escape the MOQ blues”) while still appealing to a refined audience. ### 6. Next Steps - **Finalize & Approve** - Present refined landing page concepts and wordmark to secure founder/client sign-off. - **Extend the System** - Adapt the visual and copy framework to deeper flows—co-creation forms, e-commerce features, B2B portals. - Maintain consistent branding across all customer touchpoints and future marketing campaigns. --- **KEY TAKEAWAYS** 1. **Discovery is Crucial** – The brand workshop unlocked Morni’s core ethos (nature, creativity, slow fashion). 2. **Visual Cohesion** – Mood boards, thorough exploration of typography, and textural elements solidified a unique “vintage future” identity. 3. **Unified Landing Page** – Wireframes tied brand storytelling, product displays, and B2B value into one immersive flow. 4. **Flexible Brand System** – Thread-like wordmark, iconography, and copy cues can scale seamlessly across different mediums and experiences.