This was a collaborative branding project focused on developing three preliminary identity directions for UA Museums at the University of Arkansas. Working directly with stakeholders, our team conducted research and interviews to establish multiple visual directions that could later be expanded into a finalized brand system by another design cohort.
Project Timeline
Research & Interviews ▸ THREE BRAND DIRECTIONS ▸ Team Exchange ▸ Expanded Identity Development
Motivation
This project provided the opportunity to work within a collaborative design environment that mirrored a real world client process. I was interested in exploring how research, strategy, and visual design could work together to create meaningful directions for a cultural institution.
The Challenge
UA Museums required a refreshed visual identity that could better represent its collections, mission, and audience experience. The challenge was developing distinct design directions that reflected the institution while remaining flexible enough for future refinement and expansion.
Research
Research began with an initial site visit and stakeholder interviews to better understand the goals, values, and needs of UA Museums.
Additional research explored the existing branding system, and visual approaches used by other institutions to communicate accessibility and engagement.
Mood Board & Color Exploration
Visual exploration for Design Direction 02 focused on creating a balance between contemporary design and institutional identity. A mood board was developed to create an overall visual tone, while color exploration aligned with the University of Arkansas brand, while introducing flexibility and individuality. The selected palette closely matched the university colors while incorporating complementary tones that expanded visual possibilities.
Process
Working alongside my team members, we developed three distinct brand directions informed by research findings and client conversations. My role focused on contributing research methods and developing Design Direction 02, including visual choices that established typography, color, and the overall asethetic. During the development process, I created a rough logo concept by combining the U and A letterforms to establish a visual foundation connected to the institution.
Purpose
The goal of this project was to create a research driven design direction that would provide a strong strategic foundation for a future brand identity system. These concepts were passed on to another design team as inspiration and direction for continued development.
Key Design Aspects
• Collaborative design process
• Client communication
• Typography exploration using contemporary and traditional pairings
• Color palette development
• Identity system flexibility
• Early stage concept development
• Client communication
• Typography exploration using contemporary and traditional pairings
• Color palette development
• Identity system flexibility
• Early stage concept development
Outcome
The final proposal successfully established three unique directions that provided a foundation for the team the proposal was passed off to for future brand development. This project strengthened my experience in collaborative workflows, research based design thinking, and translating client insights into visual strategy.
References
Stakeholder Interviews
UA Museums Research and Institutional Materials
