Turning Design Research Into Creative Concepts

This summer, I had the privilege of working with some amazing, local nonprofits on a variety of branding projects. I designed logos for three new fundraising events and rebranded two established organizations. I really enjoy the process of creating a unique visual identity, from learning about their cause to implementing designs at various touchpoints.

Early in the process, I focus on ‘problem finding’ and discovery research. This can take many forms: talking to board members about their current situation, mission, vision and core values, conducting a competitive analysis, and doing visual research. After sketching ideas and exploring typefaces, digital comps are created. I try to present clients with a range of options during the first round of proofing, as seen in these examples. Translating research into creative concepts is my absolute favorite part of the process!

I love discussing options with clients and helping them select the ones that best meet their needs. Once initial feedback has been gathered, then the logos are narrowed down and a few of the designs are refined. This may include cleaning up artwork, exploring color options, and adjusting the composition. After the chosen logo is approved, then it’s finalized and brand guidelines are developed.

The comps in this post were for the Conquistador Festival, One Heart One America, the Flagler Playhouse, and the Florida National Guard Foundation.

Case Study: Eye Foundation

The Eye Foundation, a non-profit eye health organization, had a new CEO. She came to 2nd Road (the Sydney-based design firm where I was employed) to help her team construct a strategic plan for change, including a hypothesis for achieving their vision and mission.

We then met with members of their target audience–professionals in the field of Ophthalmology–to test the hypothesis. The insight gained from research shed light on the many challenges facing the Foundation, but provided a strong direction for the communication strategy.

Strategic Plan

Since the history of Ophthalmology was an important part of their identity, the creative concept incorporated illustrations of antique medical instruments and imagery to communicate the foundation’s desire to fund research and aide projects on a local and global scale.

 

Logo Design

Annual Report Cover

Business Card

Bequest Brochure Spread

The new identity was launched at an annual congress, where they received rave reviews. Since then, they have formed several strategic alliances and funded a number of projects throughout Australasia.

I conducted research interviews, led a workshop to debrief the research with the client, presented synthesized findings and collaborated with the designer, providing her with on-going creative direction–from logo development to content development for brochures.