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Brand Strategy & Tool Kit
Project type
- Visual Identity Systems
Date
- January 2025
Role
- Project Lead, Researcher, and Designer
Description
- This ongoing project involves creating the foundational research and design framework for a visual identity system representing the unique character and spirit of an assigned Calgary neighborhood. Through ethnographic research, desk research, public engagement activities, and stakeholder interviews, my group and I explored the genius loci (distinctive spirit) of the place. The project combines research, analysis, and visual design to build a cohesive and informed representation of the neighborhood, supporting the eventual creation of a visual identity system.
Skills Applied
- Ethnographic research, collaboration tools, public engagement design and implementation, stakeholder interviews, research, coding and synthesis of information and data, brand design and writing.
Contribution & Collaboration
- - Designed and implemented a public engagement activity to interact with community members and understand their personal experiences and connections to the neighborhood.
- Collected valuable qualitative data that highlighted recurring themes, such as shared cultural values and local landmarks, which influenced the identity system concept.
- Facilitated an interview with the local community business association, capturing key insights about the area’s strengths, challenges, and future vision.
- Used this data to inform both the design concept and the neighborhood's narrative within the visual identity system.
- Designed an interactive and visually engaging research map in Figma, integrating ethnographic findings, photos, notes, and public engagement results.
- Highlighted key elements, such as textures, patterns, and visual motifs, that represented the neighborhood’s identity.
- Compiled an organized and detailed Google Sheets research log that categorized and annotated desk research sources, providing a clear overview of demographics, historical data, and urban development plans.
- Produced a professional PDF submission, ensuring the document adhered to principles of information design with clear typography, logical structure, and visual hierarchy.
Collaboration:
This project was completed collaboratively with Jamie Ho and Miguel Arizapa
Outcome
- The final deliverables provide a comprehensive understanding of the neighborhood’s identity and will serve as a strong foundation for developing a cohesive visual identity system. The research map synthesized key findings in an accessible and visually engaging format, while the research log offered detailed insights and resources for future design work.
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