Vera Project Redesign

Duration: 1 month

Team: Individual class project

Role: Web designer, graphic designer

I rebranded some assets for the Vera Project - including a new logo, icon, color palette, and landing page for the website. The Vera Project is a youth nonprofit based in Seattle. I compiled all the new assets into a brand book.

CLASS PROJECT

3 themes to accomplish 1 mission.

The three themes I wanted to convey in the designs that align with the client's mission:

Expression: Vera provides a safe space for people to express their creativity and curiosity.

The Arts: Vera is a music and art program for youths.

Empowerment: There are many programs that seek to amplify youth-led social movements, developing youth leadership. They want to give the youth the resources they need to succeed.

COMMUNICATION GOALS

Putting it all together

This was the final deliverable of the project. It contains all the redesigned components for this project.

BRAND BOOK

Defining the brand identity

Redesigning the logo was the most important part of this project. I made design decisions such as choosing the color palette, font, and line weights which were reflected in the other components.

The original logo did not convey music or art well. In my redesign, I made sure to address this problem.

After doing a critique with my classmates and professor, I realized that I wanted to emphasize the more organic feel and evoke creative freedom. This led me to my final design where I incorporated hand-drawn music symbols and heavier line weight to represent self-expression and the arts. Furthermore, I settled on a brighter version of the primary colors which relate to the arts.

Early iterations of the logo.

Final logo design.

LOGO REDESIGN

Designing a cohesive visual system for the Vera Project.

First, I did some background research on my client to understand their mission, and how that mission is currently presented in their brand. Then I identified who the audience is, and what brand identity or relationship the organization is intending to develop with its constituents.

Vera's mission is to foster personal and community transformation through collaborative, youth-driven engagement in music and art. Creativity is represented through their bold use of color and typography. The intended audiences of the website are young adults interested in participating in their art programs.

TASK