I began by digesting the project brief—identifying key brand descriptors, understanding the target audience, outlining the deliverables, and clarifying FreeDoh’s unique selling point. From there, I researched the gluten-free food space, studying bakery branding trends and compiling visual references for inspiration. I then developed a user persona to stay focused on the mindset, needs, and preferences of the core customer throughout the project. Next, I created two stylescapes to explore potential visual directions. To fuel logo ideation, I compiled a brand noun list and word association web, then sketched a dozen concepts in Procreate. I selected the strongest direction and refined it into a versatile vector logo in Adobe Illustrator, supported by a full lockup system and brand pattern derived from the favicon. Color palette selection was guided by the brief, with a focus on shelf appeal and competitive differentiation. I followed this with a full typographic system, using a promotional red velvet cake mix ad to demonstrate hierarchy and type pairing in context. I then developed the brand voice—defined by four tone traits and supported by do's and don'ts to ensure consistency across messaging. The photography system came next, outlining sourcing guidance, stylistic direction, and on-brand vs. off-brand examples. I built multiple product and environmental mockups to help the client visualize the brand in context. Finally, I created a weeklong launch campaign for Instagram, consisting of 7 static posts and a suggested posting schedule.