project overview
developing brand identity for an icf coach's blog page: distinguishing main identity values and principles, designing covers and carousels for different social media formats, building a small design system with templates for further independent use
INNOVATION
In 1923, Gropius set out his modernist vision in the essay The Idea and Construction, which became highly influential for the movement.
genuine
honesty, transparency and short power distance: it's crucial to connect with the audience through the shared values, routines and lifestyle, to show everyday life, habits and personality as they are
on the move
nomad lifestyle as a crucial part of identity: natural pastel colour palettes with occasional bold supplementary accent hues, lifestyle pictures, closeness to the audience by the vivid shots from everyday life
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INNOVATION
In 1923, Gropius set out his modernist vision in the essay The Idea and Construction, which became highly influential for the movement.
effortless
simplicity of visual language with no information overload and visual clutter as a means to connect with the audience: main focus of the blog is not exclusively to market a product or a service, so the overall style is kept simple, minimalist, resembling the built-in instagram tools, with little to no editing and lots of negative space
expert
sharing is caring: establishing the identity of a professional coach through building connection to the followers and sharing helpful educational insights, no aggressive marketing, mostly demonstration of personal achievements, work process, clients' results to highlight what a follower can get in 1-1 work with a coach
sf pro
standard iOS interface typeface seamlessly incorporates simple design into an existing instagram ecosystem without making the visual language too complex and thus marketing-oriented
primary color palette
dynamic color palette
implementing supplementary dynamic palette instead of a strict color system in case of a new series of posts or a separate storytelling so that the author has freedom to use a flexible palette tool based on the current grid
key elements
main task
developing an exhaustive yet intuitive and simple styleguide so that the client is able to incorporate clean designs into everyday use through editing the templates in accordance with the identity values and key principles and elements
templates
a variety of templates for smooth and simple designs for lifestyle everyday posting in different formats on all the social media outlets
templates in use
examples of post covers and carousels designed based on the identity styleguide and a system of variable components and templates