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Guru Studio Fanny Pack

Guru Studio

While at Guru Studio, I was tasked with designing an end-of-year branded gift for the employees. After some brainstorming, a fanny pack was decided upon as the gift. My wonderful Art Director, Brandon Scott, encouraged me to play with Guru's branding - allowing me to base my prospective designs loosely around the existing branding, also reminding me to ensure it didn't feel "too corporate." The end goal was to achieve an eye-catching fanny pack that employees would enjoy wearing, without it feeling overtly connected to their workplace. They were seeking a more abstract design. After an inspiring creative process that involved developing many different concepts, the marketing department, studio operations department, and CEO narrowed them down to four. From there, we printed the four concepts on paper and passed them around the office, asking every employee to mark their favourite option. After tallying up the results, the "G U R U" letter design won overall. I really enjoyed this project and thought the creative process was fun, freeing, and fulfilling.