Integration of Design, Communication and Advertising in the Branding Process: A Case Study of the SH:BE Studio Startup in the Creative Industry

Abstract

U današnjem digitaliziranom društvu, brendiranje postaje jedan od ključnih alata za uspješno pozicioniranje na tržištu, a posebno unutar kreativne industrije. Ovaj završni rad temelji se na integraciji dizajna, komunikacije i oglašavanja u procesu stvaranja brenda prikazanom kroz primjer kreativnog studija SH:BE. SH:BE studio zamišljen je kao mali i autentičan kreativni studio koji povezuje teorijska znanja stečena tijekom studija s praktičnim iskustvom u dizajnu, komunikaciji i oglašavanju. Studio nudi usluge brendiranja odnosno vizualnog oblikovanja, digitalnog oglašavanja i strateške komunikacije kako bi pomogao malim i srednjim poduzetnicima u izgradnji vlastitog brenda. U procesu oblikovanja brenda SH:BE studija obrađene su sve ključne faze, od istraživanja tržišta i definiranja ciljne skupine preko izrade vizualnog identiteta pa sve do oblikovanja digitalnih profila i strategije objava. Praktični dio rada temelji se na dizajnerskom razmišljanju i obuhvaća izradu stvarnih vizuala, promotivnih materijala i digitalne prisutnosti studija. Teorijski dio rada analizira komunikacijske modele i teorije, vizualnu komunikaciju, teorije brendiranja te suvremene pristupe oglašavanju. Poseban naglasak stavljen je na važnost emocionalnog storytellinga, etičke komunikacije i edukativnog sadržaja u izgradnji povjerenja s publikom. Praktični dio rada obuhvaća cijeli proces stvaranja brenda te kroz odabir palete boja, izradu loga, vizuala i promotivnih materijala dokazuje kako dizajn nije samo estetski dodatak već snažno sredstvo komunikacije koje gradi identitet, prenosi vrijednosti i stvara dublju povezanost s ciljanom skupinom i korisnicima. Završni rad dokazuje da i mali studio uz jasnu viziju, dosljednu komunikaciju i promišljenu strategiju može izgraditi prepoznatljiv i uspješan brend na konkurentnom tržištu.In today's digitalized society, branding has become one of the key tools for successful market positioning, especially within the creative industry. This final thesis is based on the integration of design, communication, and advertising in the process of brand creation, illustrated through the example of the creative studio SH:BE. SH:BE was initially envisioned as a small and authentic creative studio that connects theoretical knowledge acquired during academic studies with practical experience in design, communication, and advertising. The studio offers branding services, including visual identity design, digital advertising, and strategic communication to support small and medium-sized enterprises in building their own brands. The process of shaping the SH:BE brand includes all essential phases — from market research and target audience definition to the development of a visual identity, social media presence, and content strategy. The practical part of the thesis is based on design thinking and involves the creation of real visual materials, promotional content, and the studio’s digital presence. The theoretical section analyzes communication models and theories, visual communication, branding concepts, and contemporary approaches to advertising. Special emphasis is placed on the importance of emotional storytelling, ethical communication, and educational content in building trust with the audience. The practical part encompasses the complete branding process — from selecting the color palette and creating the logo to designing visuals and promotional materials — proving that design is not merely an aesthetic addition, but a powerful communication tool that builds identity, conveys values, and establishes a deeper connection with the target audience and clients. This final thesis demonstrates that even a small studio, with a clear vision, consistent communication and a well-thought-out strategy, can build a recognizable and successful brand in a competitive market