UX Foundations
As one of my projects with UX Foundations, a non-profit tech startup, I took on the role of Brand Designer. Here, I crafted a comprehensive brand identity from scratch, laying down the foundation for their visual presence in the digital landscape.
Establishing Brand Identity
My key goals for creating this startup’s brand identity included building brand recognition, communicating the companies values and mission, establishing differentiation in the marketplace, and creating consistency for elements across all platforms.
Understanding the Brand
Defining the USP
User Research
I collaborated with a researcher to capture insights from the target audience through surveys and interviews, as well as to analyze key competitors through competitive analysis to determine the unique selling proposition (USP), and key in on what differentiated this brand from the competitors. We then created a persona representing most of the users I needed to design for.
Identifying the Mission and Values
The Backstory and Evolution
Partnering with the founder, I initiated a conversation about the brand’s history and its envisioned future evolution to uncover its true values and mission.
Growth
Offering a space for designers to learn and grow through peer collaboration
Solutions
Providing a hub for non-profits and small businesses to solve their digital problems
Giving Back
Creating a better world by making design accessible and giving back globally
Concept Development
Exploring Multiple concepts
Sketching Logo Ideas
I began by creating a variety of symbols that align with the brand’s identity and sketching out different logo ideas.
Visual Identities
Selecting the logos I felt represented the brand the closest, I then began creating three separate identities that each focused on different aspects of the brand’s unique selling proposition (USP) and core values.
Feedback and Iteration
Refinement
Gather feedback from stakeholders, colleagues to making adjustments to improve clarity, relevance, and visual appeal.
Finalization
Finalizing the involves creating digital files in various formats, defining logo usage guidelines, developing the type scale, checking accessibility and color palette restrictions, and constructing the full style guide for implementation.
What's Next For UX Foundations
Testing: Test the logo across different applications, such as websites, social media profiles, business cards, and merchandise, to ensure it maintains visual integrity and effectiveness in various contexts. I will then iterate as needed and build the finalized design into the new website design system.
Final Thoughts
Building a strong brand identity from the ground up is a specialty of mine. I especially enjoy learning about the roots of the brand and making that shine in the messaging. I also excel at creating the guidelines needed to ensure consistency and build brand loyalty.
See other portfolio projects of UX Design done for UX Foundations
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I'm currently available for freelance, contracts, and fulltime work.
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A multidisciplinary designer with two decades of product design experience, ready to assist you in creating meaningful connections with your customers.
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