I'll Know It When I See It (IKIWISI)

+ Logo
+ Brand guidelines
+ Social plan
+ Social media templates

project: Brand + Social strategy

I’ll Know It When I See It is a sweet and slightly snarky paper goods brand based in Vancouver, BC. Their cards elicit instant laughter. The snorting kind. It’s good stuff. As a result, they were growing and decided they were ready for a grown-up brand—equally as snarky, sassy, weird, wonderful, and unique as they are. Our team at Flipside was up for the challenge.

Logo design for I'll Know It When I See It, by Vancouver-based marketing collective Flipside Creative.
Tagline design for I'll Know It When I See It, by Vancouver-based marketing collective Flipside Creative.
Instagram strategy and art direction for I'll Know It When I See It, by Vancouver-based marketing collective Flipside Creative.
Brand identity for I'll Know It When I See It, by Vancouver-based marketing collective Flipside Creative.

“Designing for designers?! No small feat and you guys did an amazing job! Thanks for loving our baby as much as we do, breathing new life into our brand and helping us take things to the next level with renewed excitement!”

Cassie + Christine, Founders
Brand guidelines for I'll Know It When I See It, by Vancouver-based marketing collective Flipside Creative.

WHAT, why, how

We wanted to give IKIWISI a brand that truly reflected the company’s sense of humour, oddball tendencies, and humour. The name of the company itself is rooted in sarcasm, and we wanted to ideate a brand that encapsulated that same vibe—visual and contextually, in brand and on social.

Logo

The final logo that evolved is a colourful, slightly weird and off-kilter eyeball coupled with action-oriented, bold type. The eye icon was designed to change colours with the palette of the cards every season—a nod to people changing their minds and hemming and hawing until—bam!—they know it’s the right card when they see it. There is a uniqueness and individuality here; it’s also non-committal. Ever-changing, like people’s minds.

The typeface, however, is all confidence and mastery. A sign of a company that’s moving and shaking and going places, naysayers be damned. It’s movement and action. Fun and fabulous.

Visual Tagline

We took IKIWISI’s existing tagline—“Sweet +Slightly Snarky Paper Goods”—and gave it a visual treatment, to merge it in with the brand and build some awareness around it. Like the logo eye icon, the tagline design is versatile in colour and format—straight line and arced. It’s an idea in constant motion.

colour palette

We decided that it made sense for this brand to have an evolving colour palette—so the brand elements were designed with black outlines to accommodate palette changes with the seasons. After all, IKIWISI is not a sit around and stay comfy kinda brand. So a traditional static palette didn’t fly. This is the 2018 palette, inspired by their 2018 paper goods collection.

Social Strategy + Posts

We created a series of social templates and an Instagram grid to help IKIWISI showcase its work, daily snark, and updates in a brand -consistent and engaging way. Then, the creative geniuses at IKIWISI took the templates and ran with them, using them as a basis to run their social accounts.

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