{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/df177897181b4f41a425b9fbe6019d26\" frameborder=\"0\" width=\"1900\" height=\"1425\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":1425,"width":1900,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":1425,"thumbnail_width":1900,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/df177897181b4f41a425b9fbe6019d26-84501fe7cf31b047.gif","duration":208.325,"title":"Building a Brand System From Scratch","description":"This Loom explains the creator’s BNK brand identity process built from a written brief with no client, no existing brand, and a two week deadline. They describe three priorities: using three personas to validate landing since there was no feedback, keeping the system flexible for a coffee shop brand as seasons and surfaces change, and designing a tight set of rules so the brand holds without them in the room. The system includes an identity, logo, colors, type, and icons built from scratch, plus real-world collateral tests. They document rules in a guide to ensure consistent printing and display, using Yeseva 1 and Josephine Sands, with green and brown drawn from coffee and brush imagery."}