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DATA VISUALIZATION | BRAND IDENTITY | WEBSITE DESIGN | UI/UX DESIGN
Building pattern systems for cohesion and clarity.
Client: Personal
Time: 3 months
Hiring someone to help you rebrand doesn’t always leave you with all the solutions. There were a lot of missing pieces and points of confusion regarding application of type, shape, and color. While my role involved supporting their performance digital branding initiatives with big clients and data visualization for their blog, I also pushed on fleshing out their brand guidelines.
To do this, I took initiative to audit their website and suggested points of improvement, as well as update changes on Wordpress. I created easier ways for our team to leave comments on the brand, and led discussions with them.
My main success in my internship was achieved through navigating the critical thinking and problem solving that was involved in questioning previous decision-making and to piece together a clarified vision of NoGood.
There were inconsistencies in color and information hierarchy.
PREVIOUS DATA VISUALIZATIONS
I solved for this through clean, clear visuals. Below is a small sample of the many data visualizations I created during my time at No Good. The challenge here was that every week 5-6 blog posts would be released. Many of them contained dense materials surrounding topics around digital marketing and growth strategy.
VISUALS ASSETS FOR NOGOOD PERSONAL WEBSITE
VISUALIZING BLOG POST INFORMATION
UPDATED GRAPHICS FOR WEBSITE
With several blog covers needed every week, the current design process was a hassle 🙀
Previous attempts were either extremely involved, causing the designer to create a bespoke cover design for each blog, or were AI-generated and gave a feeling of disconnection and distrust.
PREVIOUS BLOG COVERS
I developed a generative pattern making system helped to easily create trustworthy and brand appropriate designs 😻
WEBSITE UPDATE
PATTERN GENERATION
BLOG COVER OUTCOME
PATTERN APPLICATIONS: GREETING CARDS
Vintage jerseys are in and our CEO loves soccer. This merch drop was meant to be and the patterns fit. ⚽️
PATTERN APPLICATIONS: VINTAGE JERSEY MERCH
Ahhh! This logo needed a little help, curve radius-wise.
LOGOTYPE EDITS
The original rebrand involved a wide range of elements and left many decisions yet to be made especially with color and use of type.
We needed to audit current applications of the brand to understand why and where brand decisions were being taken.
I presented these to my team and asked them to leave comments about their opinions. This helped us reach some consensus on some key points.
WEBSITE AUDIT
For our revised guidelines, I oversaw the addition of elements I had audited i.e. color, type,data visualization, pattern-making.
An observation I had made was that overall, I didn’t see much reason and intention behind decision making for the rebrand. We pushed to include brand voice, tone, and purpose behind the rebrand as well.
SOME PAGES FROM OUR NEW GUIDELINES
This project was tough because I had a feeling of overstepping as an intern, navigating bringing up my opinions and ideas to my talented and experienced team members.
However, it proved incredibly fruitful, not only to help the company, but also because it solidified my personal values that I’d like to bring forth to the next design team I work with.
I learnt values of transparency and honesty. I learnt that I appreciate hirearchy structures where positions and experience do not neccessarily dictate who has a say and who doesn’t. I understood that I am someone who is willing to have uncomfortable conversations to help forward the group goal. And that I enjoy the process of working critically to create easier systems for my team!
Thank you to my NoGood team, my manager Helena Yang, and CEO Mostafa Elbermawy for this wonderful learning!
Given more time, I would have liked to see the website evolve to involve more visuals and less text. Here is a proposed redesign for their website.
CURRENT VS. PROPOSED DESIGN FOR WEBSITE
Given the freedom to develop a V3 of their redesign...
I would like to see the type used in titles and logos to blend in with the iconography and imagery! I explored some of these ideas down below.
WHERE I WOULD TAKE THE BRAND
PREV.