Sep 2, 2022

A behind-the-scenes of the branding process for Dive

Creator of Dive

No alt text provided for this image

I had so much fun jamming with Fons Mans on the branding for Dive 🀿

We started from 0 and it was a heck of a journey...

So I thought it might be fun to give a behind-the-scenes look at the entire branding process πŸ‘‡

The first thing Fons had us do was start working on a Manifest.

For a full week we wrote and then re-wrote...

It forced us to clarify the vision for the brand and align on some key differentiating factors.

Btw at this point notice how [Name] was still a placeholder? πŸ‘€

No alt text provided for this image

Speaking of names...as soon as he pitched me on "Dive" I knew it was perfect.

We wanted to emphasize going deep on specific topics vs. staying surface level.

And I literally ended every intro video for Academy 2.0 by saying "Let's dive in"!

But it did present one challenge...

No alt text provided for this image

Being a common word, domains were TOUGH to come by.

Eventually we landed on dive.club but that sparked an entire other debate πŸ‘‡

No alt text provided for this image

Should the brand itself be "Dive"?

Or should we lean in to "Dive Club"?

I flip flopped back and forth on that decision hourly...

Thankfully I had excellent sounding boards in @helenrice @mds @multiplay3r @theyuanstudio @richariddering @annariddering ❀️

No alt text provided for this image

Fons went HAM on logo iterations at this point....

I was seriously blown away by the amount of concepts he shared in the very first Figma file 🀯

Here's a little taste πŸ‘€

No alt text provided for this image

He pulled out 3 main concepts to paint the edges of where the brand might fall.

I liked the first logo and knew it would work...

But there was something about the 2nd concept that felt like it had a much higher ceiling of potential!

The problem is it felt... masculine πŸ€”

No alt text provided for this image

So instead of having a capital "D" with a separate glyph...

What if we went w/ a lowercase "d" that doubled as the glyph?

This was the "hell yeah!" moment in the branding process where things started to really click.

πŸ’§πŸ€Ώ

From there we started looking at brand elements πŸ‘‡

No alt text provided for this image

The fun thing about working with Fons is that he's 6 hours later than me.

So waking up was like Christmas because I had little Figma file presents in Slack 🎁

This brand exploration was one of the most exciting gifts of all πŸ‘‡

No alt text provided for this image

Btw... I just realized that you might have 0 clue what I'm talking about lol.

My B.

Check out the announcement tweet for Dive if you haven't already πŸ‘€

Otherwise, on we go...

Once we nailed down the logo/type/colors/etc...

The only thing left was to work with my animator friend to bring the Dive logo to life πŸ™Œ

Check out the animation on πŸ‘‰ dive.club

All said and done, I am SO happy that I decided to work with Fons on Dive.

His layer lists and what he's able to accomplish in Figma seriously blow my mind.

It makes 0 sense how he does what he does πŸ˜†

No alt text provided for this image

I'm very excited for the @joindiveclub brand to evolve :)

No alt text provided for this image

I had so much fun jamming with Fons Mans on the branding for Dive 🀿

We started from 0 and it was a heck of a journey...

So I thought it might be fun to give a behind-the-scenes look at the entire branding process πŸ‘‡

The first thing Fons had us do was start working on a Manifest.

For a full week we wrote and then re-wrote...

It forced us to clarify the vision for the brand and align on some key differentiating factors.

Btw at this point notice how [Name] was still a placeholder? πŸ‘€

No alt text provided for this image

Speaking of names...as soon as he pitched me on "Dive" I knew it was perfect.

We wanted to emphasize going deep on specific topics vs. staying surface level.

And I literally ended every intro video for Academy 2.0 by saying "Let's dive in"!

But it did present one challenge...

No alt text provided for this image

Being a common word, domains were TOUGH to come by.

Eventually we landed on dive.club but that sparked an entire other debate πŸ‘‡

No alt text provided for this image

Should the brand itself be "Dive"?

Or should we lean in to "Dive Club"?

I flip flopped back and forth on that decision hourly...

Thankfully I had excellent sounding boards in @helenrice @mds @multiplay3r @theyuanstudio @richariddering @annariddering ❀️

No alt text provided for this image

Fons went HAM on logo iterations at this point....

I was seriously blown away by the amount of concepts he shared in the very first Figma file 🀯

Here's a little taste πŸ‘€

No alt text provided for this image

He pulled out 3 main concepts to paint the edges of where the brand might fall.

I liked the first logo and knew it would work...

But there was something about the 2nd concept that felt like it had a much higher ceiling of potential!

The problem is it felt... masculine πŸ€”

No alt text provided for this image

So instead of having a capital "D" with a separate glyph...

What if we went w/ a lowercase "d" that doubled as the glyph?

This was the "hell yeah!" moment in the branding process where things started to really click.

πŸ’§πŸ€Ώ

From there we started looking at brand elements πŸ‘‡

No alt text provided for this image

The fun thing about working with Fons is that he's 6 hours later than me.

So waking up was like Christmas because I had little Figma file presents in Slack 🎁

This brand exploration was one of the most exciting gifts of all πŸ‘‡

No alt text provided for this image

Btw... I just realized that you might have 0 clue what I'm talking about lol.

My B.

Check out the announcement tweet for Dive if you haven't already πŸ‘€

Otherwise, on we go...

Once we nailed down the logo/type/colors/etc...

The only thing left was to work with my animator friend to bring the Dive logo to life πŸ™Œ

Check out the animation on πŸ‘‰ dive.club

All said and done, I am SO happy that I decided to work with Fons on Dive.

His layer lists and what he's able to accomplish in Figma seriously blow my mind.

It makes 0 sense how he does what he does πŸ˜†

No alt text provided for this image

I'm very excited for the @joindiveclub brand to evolve :)

No alt text provided for this image

I had so much fun jamming with Fons Mans on the branding for Dive 🀿

We started from 0 and it was a heck of a journey...

So I thought it might be fun to give a behind-the-scenes look at the entire branding process πŸ‘‡

The first thing Fons had us do was start working on a Manifest.

For a full week we wrote and then re-wrote...

It forced us to clarify the vision for the brand and align on some key differentiating factors.

Btw at this point notice how [Name] was still a placeholder? πŸ‘€

No alt text provided for this image

Speaking of names...as soon as he pitched me on "Dive" I knew it was perfect.

We wanted to emphasize going deep on specific topics vs. staying surface level.

And I literally ended every intro video for Academy 2.0 by saying "Let's dive in"!

But it did present one challenge...

No alt text provided for this image

Being a common word, domains were TOUGH to come by.

Eventually we landed on dive.club but that sparked an entire other debate πŸ‘‡

No alt text provided for this image

Should the brand itself be "Dive"?

Or should we lean in to "Dive Club"?

I flip flopped back and forth on that decision hourly...

Thankfully I had excellent sounding boards in @helenrice @mds @multiplay3r @theyuanstudio @richariddering @annariddering ❀️

No alt text provided for this image

Fons went HAM on logo iterations at this point....

I was seriously blown away by the amount of concepts he shared in the very first Figma file 🀯

Here's a little taste πŸ‘€

No alt text provided for this image

He pulled out 3 main concepts to paint the edges of where the brand might fall.

I liked the first logo and knew it would work...

But there was something about the 2nd concept that felt like it had a much higher ceiling of potential!

The problem is it felt... masculine πŸ€”

No alt text provided for this image

So instead of having a capital "D" with a separate glyph...

What if we went w/ a lowercase "d" that doubled as the glyph?

This was the "hell yeah!" moment in the branding process where things started to really click.

πŸ’§πŸ€Ώ

From there we started looking at brand elements πŸ‘‡

No alt text provided for this image

The fun thing about working with Fons is that he's 6 hours later than me.

So waking up was like Christmas because I had little Figma file presents in Slack 🎁

This brand exploration was one of the most exciting gifts of all πŸ‘‡

No alt text provided for this image

Btw... I just realized that you might have 0 clue what I'm talking about lol.

My B.

Check out the announcement tweet for Dive if you haven't already πŸ‘€

Otherwise, on we go...

Once we nailed down the logo/type/colors/etc...

The only thing left was to work with my animator friend to bring the Dive logo to life πŸ™Œ

Check out the animation on πŸ‘‰ dive.club

All said and done, I am SO happy that I decided to work with Fons on Dive.

His layer lists and what he's able to accomplish in Figma seriously blow my mind.

It makes 0 sense how he does what he does πŸ˜†

No alt text provided for this image

I'm very excited for the @joindiveclub brand to evolve :)

Join 10,000+ designers

Get our weekly breakdowns

"There's no doubt that Dive has made me a better designer"

@ned_ray

Join 10,000+ designers

Get our weekly breakdowns

"There's no doubt that Dive has made me a better designer"

@ned_ray

Join 10,000+ designers

Get our weekly breakdowns

"There's no doubt that Dive has made me a better designer"

@ned_ray

"

I've been binging Dive Club lately and the quality is nuts

Literally the only show about design I watch”

Eugene Fedorenko

"

I've been binging Dive Club lately and the quality is nuts

Literally the only show about design I watch”

Eugene Fedorenko

hello@dive.club

β’Έ Dive 2024