SHIFTING PERSPECTIVES
BRANDING | ART DIRECTION | EXIT REVIEW BRANDING COMMITTEE
Following the decision to transition our Exit Review to an online format, a departure from our traditional in-person approach in previous years, the Branding Committee sought to articulate this change while showcasing the diversity within our class of designers. Inspired by the array of viewpoints and talents present among us, we aimed to communicate and celebrate our differences, recognizing that they contribute to our unique and individual talents but also create a stunning spectrum of the Spring 2024 Communication Design graduates.
OVERVIEW
We were initially inspired by a mosaic, an image created from many different parts and at first, we struggled with how to turn that into a strong concept that encapsulated our class. Through a search of similar words and concepts, we stumbled upon the word perspective, which we felt was perfect to describe how we see things differently. Step into Shifting Perspectives, where design isn't just about shapes and colors—it's about stories, innovation, and a celebration of diverse designers. Look into our projects, as each tells a unique tale of the designer’s experience in the vibrant world of design.
APPROACH
GROUP RESPONSIBILITIES
Logan Dorsey | IDEATION | TRADEMARK | VISUAL IDENTITY | MOTION GRAPHICS | ENAMEL PIN
Emilee Lerma | IDEATION | TRADEMARK | VISUAL IDENTITY | SOCIAL MEDIA CAMPAIGNS
Fallon Russell | IDEATION | VISUAL IDENTITY | GRAPHIC ASSETS | SOCIAL MEDIA CAMPAIGNS | INSTAGRAM OVERVIEW
Joseph Maxfield | IDEATION | VISUAL IDENTITY | SOCIAL MEDIA CAMPAIGNS | INSTAGRAM OVERVIEW
Kelsie Brouillette | IDEATION | VISUAL IDENTITY | SOCIAL MEDIA | THANK YOU CARD | INSTAGRAM OVERVIEW
DELIVERABLES
TRADEMARK | VISUAL IDENTITY | SOCIAL MEDIA CAMPAIGNS | PRINT MATERIALS | ENAMEL PINS
wHere we see things differently
TRADEMARK
Inspired by the motion potential, we wanted to create a dynamic moving logo that was simple but allowed for it to loop for use on the web hero. By flipping certain letters, we created a common theme for use throughout other text on the website, like the names of our designers on the hover state and in social media posts across Instagram and LinkedIn.
Since our main logo is a strong horizontal wordmark, we wanted to create some iconography that we could use as a favicon and in social media posts. Based on our tagline, “Where we see things differently,” we used an eye to illustrate the different perspectives of our graduating designers.
ALTERNATIVE MARK
Type & COLOR PALETTE
Typeface & Type Treatment
By using Forma Display, a simple typeface with many variations and weights, we allow for the work of the designers to shine instead of pulling attention to the branding of the Exit Review. The shifting of certain letters brings a unique quality to an otherwise basic typeface, again mimicking the shifting of perspectives.
redefined rose
R: 253 G: 150 B: 170
C: 0 M: 52 Y: 14 K: 0
mosaic magenta
R: 241 G: 48 B: 183
C: 11 M: 86 Y: 0 K: 0
mirrored marigold
R: 245 G: 181 B: 5
C: 4 M: 30 Y: 100 K: 0
optical orange
R: 255 G: 95 B: 0
C: 0 M: 77 Y: 100 K: 0
beyond blue
R: 85 G: 165 B: 213
C: 64 M: 21 Y: 3 K: 0
seeing sapphire
R: 0 G: 100 B: 221
C: 84 M: 64 Y: 0 K: 0
looking lavender
R: 212 G: 161 B: 254
C: 23 M: 38 Y: 0 K: 0
vision violet
R: 122 G: 55 B: 246
C: 69 M: 76 Y: 0 K: 0
R: 11 G: 0 B: 77
C: 100 M: 100 Y: 25 K: 45
innovative indigo
BRAND VALUES
Diversity fuels the energy of our creativity. We showcase the diverse viewpoints within our team, weaving a vibrant tapestry of ideas that injects vitality into every project. We embrace differences, asserting the strength that arises from diverse voices, and proudly acknowledge each perspective.
diversity emphasis
adaptability & flexibility
We infuse our brand with adaptability and flexibility, shaping our approach with strength. We tailor our strategies to suit the unique contours of each project, resonating with the ever-changing kaleidoscopic nature necessary to thrive in a dynamic design space.
innovation
We tackle design challenges with confidence, recognizing the ever-changing landscape of creativity. Our voice echoes the dynamic patterns that unfold as we venture into new horizons.
Shifting Perspectives resonates with the quiet beauty of collaborative excellence. Each team member contributes a unique perspective, and it is through collaboration that we weave together a colorful tapestry of creativity.
collaboration
redefining
We want to redefine boundaries, challenge the norm, and push beyond conventional limits. We embrace the unknown, wanting to explore new areas, and create new paths in the realm of design. Our commitment to redefining boundaries inspires us to constantly grow, adapt, and lead the way towards new possibilities.
Graphic assets
The eye symbolizes the diverse viewpoints of our graduating designers, reflecting their unique perspectives. This icon is prominently featured across various platforms including social media, the website favicon, Instagram profile picture, and as the cursor on the website.
The eye
drop shadow
This type treatment is used throughout social media and print materials, such as the thank you cards given to design professionals participating in our exit review.
triangles
Used primarily on our instagram carousels, the triangle asset ties together multiple images, creating a consistent side-scroll. This breaks up content, allowing for breaks in images where text can be placed.
Using our color parings, we created gradients that have been used all throughout the brand including the website and social media.
gradients
deliverables
web elements
inactive
active
headshot hover states
To add visual interest to the website and symbolize the multifaceted nature of our designers, we incorporated secondary headshots overlaid with gradients and integrated our shifted letters within their names, when in an active hover state. Additionally, digital handshakes were included as an opportunity to virtually meet our designers, along with direct links to their portfolios. The randomized colors, derived from our four different gradients, were selected to complement various skin tones and hair colors. Instead of traditional corporate headshots, we encouraged our graduating designers to showcase their personalities by laughing, looking off to the side, or posing in unconventional ways. This approach injected more vitality into our website and provided industry professionals with a better sense of these designers as individuals.
digital handshakes
With the transition to an online Exit Review, we aimed to ensure that our designers could still forge personal connections with industry professionals. To achieve this, we encouraged our designers to craft "meet me" statements for the website. These statements were designed to capture the attention of viewers and present our designers as more than just creative professionals.
social media
Utilizing a blend of our graphic elements, such as gradients and triangles, we crafted a unified Instagram aesthetic that embodies the theme of "Shifting Perspectives" both visually and verbally. This is accomplished through our secondary Instagram posts, which serve to highlight various graduating designers, reinforcing the message we initially introduced about the diverse viewpoints of different designers.
feed overview
Within ComDes, collaboration with peers is strongly encouraged, offering valuable insights into teamwork. This prepares us not just for client interactions but also for collaborations with fellow design professionals in real-world scenarios. "Design Together" serves as a digital showcase of our collective efforts in group projects, highlighting the diverse perspectives that converge to shape the outcome.
design together
Keeping with previous years of Exit Review, we included spotlights of different designers that were chosen by the professors to signify their excellence.
spotlights
Because of the transition to an online Exit Review, we felt it was important to use our instagram to highlight as many of our designers as possible. Creating campaigns like POV and Design Together, we were able to highlight dozens more designers than previous years, creating connections that humanize our designers to professionals that might be looking at our instagram feed.
pov
To build on our social media presence and create connections to industry professionals, we increased our LinkedIn content to mimic our Instagram, just in a more in-depth and professional way. By highlighting TXST ComDes as a premier visual design program, we position our graduates as the ones to hire.
giveaways
Because of the decision to move the Exit Review to an online format, we searched for a way to create something tangible to gift to the members of the graduating class. By creating a simple giveaway, like this soft enamel pin featuring the eye graphic, we’re giving our graduates something to remember all of the hard work that’s led up to this last semester, while poking fun at the enormous workload.
enamel pins
Due to our transition to an online event, we were unable to produce traditional print materials such as wayfinding and signage as in previous years. To maintain connections forged during weekly panels with industry professionals, we created thank-you cards as a gesture of gratitude. These cards could be printed and delivered in person or sent electronically as virtual thank-you notes.