Role

Tools

Skills

Figma, Webflow, Photoshop, Illustrator, Notion, Loom, Slack, Trello

Webflow, LinkedIn,
Twitter, Email

platforms

Brand Designer
Web Designer

Web Design, UI Design, Layouts, User Research, Market Research, Brand Strategy, Usability Testing

Brief

To research and study the coaching and design education market,

Review the mission, vision, and identity of the Reality Prototyping© program,

Apply the findings to visually evolve the brand from its previous iteration across all channels, e.g. website, marketing assets and course materials.

Goal

With Reality Prototyping© being a B2C business, the goal was to increase awareness of the program among the Product Design community by aligning brand strategy to business strategy and creating more engaging visuals and interfaces.

Vision

To empower Product Designers to listen to their inner wisdom, to trust their intuition, alongside data, so that they can increase their product influence, income and social impact through continuous self-discovery.

Mission

To be the most effective continuous self-discovery program for Product Designers to develop their self-awareness, confidence and an experimental mindset.

Purpose

We believe the next generation of Product Designers can solve the climate crisis through gut-led design.

Brand Statement

Intuition-Led Coaching for Impact Driven Designers

Learn to follow your gut. Increase your self awareness, creative confidence and product influence.

The Brand

Brand Values

Intuition

Trust your gut, trust yourself and let it be your guide.

Incomparable

You are enough just as you are, you don’t have to adjust yourself to the voices around you.

Continuous Experimentation

Being open to new things and learning instead of being stuck in your old ways. Change happens in small steps.

Creative Strategy

In the first stage of this rebranding project, I analyzed what people think about design coaching and how to convey to designers that being an impactful designer is not a linear path and that many answers lie within soft skills.

By conducting user and market research, learning about the brand through detailed questionnaires, studying metaphors and associations and implementing the findings in many rounds of iteration and feedback, I was able to communicate the mission of the brand through visual identity design.

Brand Archetype: Guide

Keywords: Self-Discovery, Inner-growth, Gut

Audience’s feelings: Purpose, Clarity, Freedom

Creative Strategy

Kate (the client) and I have closely collaborated on diving deeper into the meaning and purpose of the program, and what emotions, associations and actions we wanted students to experience.

The result was discovering 3 symbolisms to parallel the business model:

• an upward spiral - for continuity and growth,
• maze - for non-linear journey and curiosity,
• nature - recognizing unique but familiar patterns

Creative idea

The project consisted of 4 main phases:

1. Brand research and strategy
2. Design direction and visual identity
3. Marketing Assets design
4. Website design

As a lead on this project, I coordinated with my client and other team members to have regular updates on Slack and bi-weekly brainstorming and review sessions.

Look and feel

Moodboard

Early Logo and design direction exploration

Early Logo and design direction exploration

Logo anatomy

Fonts

Primary colour pallet

Secondary colour pallet

Graphic elements

Tree rings
Use: marketing assets
Why: refers to nature metaphors used in the program

Ripple circles
Use: marketing assets
Why: a metaphor for progress and growth

Winding path
Use: marketing assets
Why: reference to a non-linear nature of growth and success

Beige gradient
Use: marketing assets

Lime gradient
Use: marketing assets

Progress arrows
Use: banners and website
Why: the graphic element to reflect levelling up

Social media templates

Mobile landing page

landing page

Before

After

Client feedback