Design Process
The design process for VATI rebranding began with a thorough exploration of the brand’s history, core ideology, mission, and vision. Understanding VATI’s foundational commitment to high-quality art therapy education and its vision to lead in the field framed the direction for the rebranding project.
Analysis
The SWOT and PEST analysis helped in formulating strategies to enhance VATI’s market presence and address challenges in student engagement and brand recognition.
Persona
The persona development process involved extensive user research to accurately capture the characteristics of potential students. We created the fictional persona "Sarah Collins," a representative of the target audience. Sarah is a social worker looking to enhance her career with specialized knowledge in art therapy.
Logo Sketch
In the logo sketch phase, I explored a diverse array of visual elements that reflect the core values and mission of VATI. The sketches incorporate motifs like hearts, brushes, and art supplies, symbolizing the healing and creative essence of art therapy. Each sketch was designed to present VATI's commitment to holistic art therapy education and community engagement.
Color Palette
I utilized a vibrant and expressive color palette of blue, green, orange, and yellow to evoke feelings of warmth and brightness. This phase was crucial in developing a logo that not only visually represents the brand but also resonates emotionally with the target audience.
Each chosen in this color palette has its psychological impact and alignment with the brand’s values.
Orange: This bright and energetic orange signifies creativity and enthusiasm. It is used to evoke feelings of warmth and inspiration, suitable for stimulating artistic expression.
Yellow: A cheerful yellow symbolizes optimism and positivity. It helps in creating an inviting and friendly atmosphere, resonating with the inclusive and supportive community the brand aims to foster.
Green: Green is associated with healing and growth. It complements the brand's focus on therapeutic processes and well-being, highlighting the healing power of art therapy.
Blue: The light blue evokes a sense of calm and tranquility, crucial for environments focused on therapy and relaxation.
Dark Blue: A deeper blue provides contrast and depth to the palette, representing trust and stability, which are vital for building confidence in the educational offerings of the institute.
Logo Design
I utilized a vibrant and expressive color palette of blue, green, orange, and yellow to evoke feelings of warmth and brightness. This phase was crucial in developing a logo that not only visually represents the brand but also resonates emotionally with the target audience.
Brush + Waves
Heart + Brush + Circle
Initial Letter + Flower + Brush + Gem Stone
Typography
The choice of Open Sans across different text elements helps to create a cohesive visual identity that is both welcoming and professional, reflecting a clean and modern aesthetic that aligns well with the brand’s approachable and professional image. Open Sans is used in a larger size for main headings to capture attention and establish a clear hierarchy in the text, while the body text in Open Sans ensures that longer passages are legible and comfortable to read. Its open forms and clear spacing prevent visual fatigue, which is good for detailed educational and promotional materials.
Advertising Concept
In the advertising campaign developed for VATI's new brand image, I was tasked with creating a cohesive series of advertisements tailored for print, outdoor, and digital marketing. The primary challenge was to maintain a consistent visual language across various media and layouts while effectively conveying VATI's brand philosophy to enhance brand recognition and boost community engagement.
Concept#1
Style: Retro Comics
Tagline: Unleash Your Inner Artist.
Concept#2
Style: Illustrations, Transition
Tagline: Change your canvas, change your life.
Concept#3
Style: Metaphors, Realistic
Tagline: Every stroke heals a story.
Advertising Digital Draft
In the advertising campaign developed for VATI's new brand image, I was tasked with creating a cohesive series of advertisements tailored for print, outdoor, and digital marketing. The primary challenge was to maintain a consistent visual language across various media and layouts while effectively conveying VATI's brand philosophy to enhance brand recognition and boost community engagement.
The concept, titled "Every Stroke Heals a Story," captures the essence of art therapy as a journey toward emotional healing. It was designed to communicate the transformative power of art therapy through a visual narrative that emphasizes inner peace and personal growth.
The design planned to integrate artwork from the community, showcasing a broad stroke that envelops the focal point object representing the therapeutic process of art creation. This layout highlights the community's active engagement and serves as a metaphor for the enveloping care and support provided by VATI. Accompanying the visual elements are essential components such as the tagline, artist attribution, and the institute’s logo.
A clean and balanced style is the first choice, prioritizing readability and impact which will also draw in people who seek solace and growth through the art of therapy.
Advertising Design
Each ad in the campaign prominently features a circular brush stroke motif, which symbolizes the continuous and evolving journey of personal growth and healing. This element is consistent across all visuals, creating a strong, recognizable theme that ties the campaign together.
Ad 1
Ad 2
Ad 3
