The Iteration
The Iteration
The Iteration
The Flow
The Design
The Visual Design Journey
The Esther brief had 2 essential elements :
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Women centricity
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The Esther spiral
Zeroing in on the identity required a lot of iteration and moodboarding of preferred messaging, tonality, iconography, font style etc.
The Flow
Esther is a non-profit startup with a vision to enable young adult women, especially those from marginalized communities, to have an active voice in choices related to their aspirations and lives.
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For its visual identity, Esther leaned towards vibrant but earthy/ rustic colours, simple line illustrations over full fledged vector designs, nature inspired shapes and icons, non-imposing sans serif font families and infographics for storytelling.
Thoughts : This was one of the most fun projects I had worked on, especially because I got to see the brand develop from its inception stage to the final website, and assets being used on socials. I got to learn how to effectively cross communicate between founders, brand managers, developers and go through the entire design review / feedback process. I also learnt that sometimes inspiration that comes in at the last minute shouldn't be discounted because it was too late (it's how we incorporated the beehive designs)
Softwares :
Adobe Illustrator
Adobe Photoshop
Figma
Wix
Bi-fold design need for a brand identity (logo, brand elements, etc) and for a website that establishes their presence, online, to their stakeholders while communicating the problem they solve, and how they solve it - backed by data.
Focus
Users / Audience
The 3 key stakeholders :
1. Participants - the young adult women who participate in the Esther program
2. Mentors - the mentors who volunteer to mentor the women in the program
3. Funders - funders based in India and the USA
Features & Functions
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Visually communicate Esther's messaging and values
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Be the one stop for all information related to Esther
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Act as a pitch that people can go through before meetings