WE-CARE Visual Identity

The Rundown:

As a marketing designer for the USC Dworak-Peck School of Social Work, I was responsible for creating the visual identity for WE-CARE, an initiative based on providing wellness resources to social workers.

I was specifically tasked with creating a visual style and guideline for social media posts and website content. It was imperative that I create an identity that is comforting, welcoming, and empowering for our audience.

My solutions involved using lines as patterns with soft colors to provide a soothing effect for viewers. This created a more optimal experience for our viewers to take in the resources we provided.

The Research:

For my design process, my supervisor told me to follow my instincts in creating something that felt relaxing yet informative. That is, to not do too much research or "overthinking" the posts as that could make it overwhelming and defeat the purpose of them. So, I followed her request, and followed my instincts on what I considered relaxing in visuals.

Some of these instincts and justifications include:

• Soft colors - not too sharp, easy on the eyes

• Lines and curves - pleasing to the eye, creates a pleasant reading experience

• Abstract shapes - applies focus to copy instead of what surrounds it

The Response:

Since abstract shapes were an important part of the process of creating this visual identity, it took a lot of time and attempts to find shapes that were attractive and not overwhelming. I gained a better grasp on which shapes and curves create appealing visuals with time and many different attempts.

Some examples of posts:

The Results:

After these designs were approved by my manager, WE-CARE went live and was warmly accepted by our Instagram followers. On average, our WE-CARE posts draw in around 15% more interactions on Instagram than other content. Personally, I'm glad that people are seeing it and appreciate the resources.