After being introduced to my group on the first Thursday of the project we already had a product to make, I agreed with what we wanted to make. Laptop sleeves would be quite cheap to make and allow us to make a large profit margin. A unique spin on the laptop sleeves would be that our sleeves would incorporate large contrasts of bright colours and a selection of unique patterns. The sleeves themselves could incorporate personalisation and customisation, sewing nameplates onto the sleeves and using custom pockets and compartments to help store a much greater amount of items within the laptop sleeve.
Branding our Product
Being a graphics-based student I will be taking a prime leading role within the branding side of the project, starting with creating the logo and deciding a name for our brand.
We have a selection of names to choose to make into our final name for our brand. Some of the group’s favourites include:
Symphony
Hip Design
Luxsit
InFocus
BrighterBee
Progresso
Consilio

Due to us having to choose one final name for the next session we used a process of elimination to pick our final name. Liking the name Infocus and BrighterBee however finding that it seemed to lack the laptop sleeves/modern connotations we decided to go with the name Consilio,
Consilio, meaning design in Latin, helps show the roots of our company as well it the name being a nice play on words for concealing, opening up to many opportunities for visual metaphors within the logo and general branding. Following on from deciding a name, we also needed to create a strapline that would always accompany our logo and brand.
We decided to originally have our strapline as “Securely Stylish” or “Security in Style”. This helped to show some of our brand priorities and how we plan to make our product.
Key aspects of the Product
A unique selling point of the sleeves needed to be the personalisation aspect and to focus on the fact that these sleeves were very limited, very unique as well as an extremely high-quality build that would last. Due to many people already having a laptop sleeve, we need to convince people that this product is different and better than what they already have, I felt as though this needed to be expressed so strongly that a consideration to change the strapline to express this key factor would help to strengthen our brand and boost sales when it came to our selling date on the 11th February.
Due to the strapline remaining as it is I will ensure to mention that within the other aspects of the branding that the sleeves are extremely limited edition and personalised, perhaps having a secondary strapline that underlines the logo in most places.
Initially Identifying our Target Market

Within the first session of the project, the group created some user profiles for the type of person who would buy our product, this would determine the approaches to branding, as well as what format to put the heavier focus onto. Our user profile is someone who is extremely up-to-date with using social media and identifying new and upcoming trends within the fashion industry. Due to our target market being so socially aware, I think it would be a good idea to begin making our advertisements within the digital realm and using our physical ephemera to both advertise our product and to provide the users with a quick and easy way to access our social media platforms, where further information, as well as samples of our product, can be found.
Out of Studio Work and Where the Brand is
Finishing my first session within the Mind Your Own Business project, I am confident in the product and feel as though the others in the group have a clear picture of where they want the brand to go, this will help to guide me in the right direction when creating logos and other brand identities. Towards the end of the session, we have decided to change our strapline from “securely stylish” to “It’s a cover-up”. this play on words not only fits in nicer with our name “Consilio” but also for myself, allows for more opportunities to incorporate interesting and playful branding within the work that the group creates.
After the session, we now need to finalise a logo and then make these logos into badges for the following Tuesdays session. As well as this, the group also has to present what we are making and why it is a good idea in a small elevator pitch lasting only 17.9 seconds. following on from the elevator pitch some design concepts must be made, beginning our initial imagery for what patterns will be on our laptop sleeves



