Collaboration
n. A refined outcome achieved through cycles of refinement and collective critiques.
Brand Tagline
Feedback Received
Good design consists of a delicate dance between complexity and subtlety. A good design can communicate grand ideas succinctly, and great design carries this philosophy through to every aspect of the brand identity. When approached with the problem of producing the tagline for Madwood, the solution had to account for two primary elements: the product and the product’s proposed value.
Plaque found at the University of Wisconsin, highlighting the intellectual pusuits of Wisconsin
The final tagline “Take Some Madness with You” seemed to capture the identity of the brand and the product, but failed to highlight the need of exhibition. Ximena Morazan De Leon, a fellow peer in the MFA Media Design Program, made the recommendation of adopting a more straightforward tagline to emphasize the punchy in-your-face nature of exhibition.
Feedback Evaluation
When addressing the worth of feedback in this nature, it is important to consider the details available to those evaluating. The tagline should actively push the difference between a brand and its competitor (Swartz, 2006). At its core, the critique had highlighted a difficulty in understanding the concept in its entirety from just a creative brief and a tagline. Through re-evaluation, the question became “Is this concept strong enough to continue in this same direction?”
Actions Taken
Implementation of the tagline feedback saw the testing of the tagline “Craft. Convey. Collect.” This tagline represents the product’s life cycle as the figures are crafted by hand, conveyed on one’s person as an accessory, and collected as symbols of status within social circles. Alliteration can be seen as an effective tool for creating memorable brand taglines as well (Swartz, 2006).
During a peer + instructor review session, the evaluation of three prospective taglines proved insufficient to meet the previously established criteria. “Watch for Deer” and “Sifting and Willowing” hold deep cultural relevance for natives of Madison, Wisconsin, but failed to translate that worth to Madwood’s nationwide target audience.
Example of "Watch For Deer" a common phrase used in the Midwest to wish well to loved ones
The revised tagline does a fair job at communicating Madwood’s value, but feels mostly sanitized from Madwood’s brand lore. Madwood seeks to communicate directly to the youth market (12-28 years old). In doing so, popular advertising trends such as fostering cultures of intrigue and mysticism are key to building an immersive brand identity (McDaid, 2025).
For this (consumer-based) reason, “Take Some Madness with You” effectively reaches the target audience when paired with Madwood’s brand lore which highlights “a selective few branded/chosen by the Madwood”. "Craft. Convey. Collect." will still be used in a supplemental capacity.
Brand Logo Ideation
Feedback Received
Good ideas do not simply fall from the sky. Rather, they are cultivated through an in-depth “analysis of readily-available ideas” (Mayer, 2011). During the construction of Madwood’s logo, 30 different individual variants were created through a research-based design process.
Out of the produced concepts, three were presented against all others for review. The results of the review emphasized a desire for further exploration as to how the three concepts relate to the brand and what feelings should be elicited by the brand’s iconography. Prof. Adam Baldowski suggested a further exploration into what traits push any one of the concepts to the next level over any of their contemporaries.
Logo Design Concepts 13, 18 & 24
Feedback Evaluation
In evaluating the feedback, revisiting the initial research was essential to reassess design choices in accordance with their inspirations. Leading designer and collectible toy brands consistently demonstrate that success is rooted in a disciplined design philosophy. While the physical products establish the personal bond with the consumer, it is the logo's duty to propel the brand's visibility. Consequently, the iconography must be distilled into a form that is both impactful and unforgettable.
Actions Taken
Analyzing the designer toy landscape reveals a consistent narrative strategy. Major industry players like KAWS, Skullpanda, and THE MONSTERS integrate signature product elements into their visual marks. Notable instances are the iconic “X X” eyes of KAWS, the helmet of Skullpanda, and the Labubu silhouette used by THE MONSTERS.
Examples of KAWS, THE MONSTERS and Skullpanda logomarks (top to bottom respectively)
Examples of THE MONSTERS, KAWS, and Skullpanda figures (left to right respectively)
To establish Madwood’s brand identity, the choice was made to feature the signature eyes as the central motif. Feedback from Prof. Baldowski noted that these eyes conveyed a bold, aggressive energy, contrasting with the more playful tones in concepts 18 and 24. Addressing this led to the selection of design concept 13. This iteration highlights the head of the flagship MadRed figure, emphasizing its individual significance while grounding the brand’s visual language in the distinct eye motif—a choice directly inspired by the physical essence of the product line.
Eligibility
Feedback Received
Design functions as a tool of communication. Every present element must serve to elevate the level at which the design communicates, and when it comes to a brand, there is no communication tool more important than the logo (Airey, 2026). During instructor feedback sessions, the opportunity had presented itself to have the Madwood logo reviewed by Prof. Andrea Kratz.
Original Draft
when observing your work. This philosophy is not limited to linework. An emphasis had been placed on the creative exploration of concepts up to this point, and a redirection must be placed on functional design choices.
Actions Taken
To strengthen the concept, the rings present in the Madwood eyes were significantly reduced (from 6 to 2). Eyes are an incredibly strong communicator in advertising (Urban Optiks, 2025). To better utilize the eyes to communicate the themes of Madwood, Kengosa Cerulean was used to give the impression of a pupil while also providing some much-needed visual contrast.
Revised Draft
Kerning was also modified in the wordmark to enhance readability at all levels of scale. In this regard, the modifications would align with affect-based reasoning.
Through her analysis, a few choke points were highlighted. Prof. Kratz expressed concerns about line weight inconsistencies within the logomark as well as kerning concerns in relation to readability for the wordmark. Prof. Kratz stated that the current iteration could come off as “lazy”, so reevaluation of these critical design elements was necessary to successfully communicate.
Feedback Evaluation
Assessing the feedback was relatively straightforward. The design was not functional in its current form. Line weight inconsistencies expressed a lack of attention to detail. The kerning present in the composition further exacerbated the point. Bill Gardner (2013) introduced the concept of the sweet line, the extra effort put into smoothing out a vector path to ensure inconsistencies do not interfere with the impression the consumer should receive
By adopting a dynamic framework, the design now scales flawlessly, ensuring line weights adjust automatically to maintain perfect proportions. While transitioning to a minimalist, shape-based modern aesthetic was considered, it ultimately stripped away the brand’s core soul. Madwood thrives because its products are treated as living characters rather than commodities. Much like the enduring success of Pokémon or Hello Kitty, the brand prioritizes a narrative-driven identity that resonates deeply with collectors.
Letterhead Package
Feedback Received
Letterhead packages are a crucial part of professional brand representation. Whether working with retailers, suppliers, vendors or clientele, a consistent and professional brand reputation must be established. Through instructor feedback, Prof. Andrea Kratz highlighted a lack of necessary fields for professional presentation in early drafts of the letterhead package.
Professional letterheads must include the brand logo, brand address or business communications, addressee, a salutation, signature area, letter date, letter body, and a sign-off. Envelopes also require a field for indicia, a window, a return address.
Feedback Evaluation
There was no question that the early drafts had not effectively exhibited a professional tone. The missing fields highlighted an over emphasis on decoration and an underdeveloped research process.
References
Airey, D. (2026). Chapter 2. In Logo Design Love: A Guide to Creating Iconic Brand Marks, 3rd Edition. essay, New Riders.
Gardner, B., & Fishel, C. M. (2013). Logo creed the mystery, magic, and method behind designing great logos. Rockport Publishers.
Mayer, D. (2011, February 21). Examining the design process: Clichés and idea generation. Smashing Magazine. https://www.smashingmagazine.com/2011/02/clich-s-and-idea-generation-how-to-turn-clich-in-a-successful-visual-solution/
McDaid, J. (2025, February 11). Youth marketing: Top 10 trends. Digital Marketing Institute. https://digitalmarketinginstitute.com/blog/youth-marketing
Swartz, E. (2006). Wag The Tagline: The Rheotoric of Brand Messaging. Tagline Guru.
Urban Optiks. (2025, March 25). Eyes in advertising: The Power of Visual Persuasion. Urban Optiks Optometry. https://www.uoosd.com/eyes-in-advertising