Branding: Vaalia

Description: In developing the Vaalia brand it was important to get the tone correct. The client wasn’t looking for just another dating app, it was for couples that were well established in their relationship. They had a very clear demographic and a strong idea of how they wanted to be represented. My goal, while educating the client on the design process, was to make sure their vision of the brand was filled. We started with several conversations about the brand, the technology, philosophy, and the future clients.

Define

Discovery in a branding project is the cornerstone of the process. And mood boards are a key component of that process. It’s an insight into what your client is thinking. It helps focus them on what they like and don’t like. Over the course of the discovery and defining stages of Vaalia, it was very important to streamline this process while still getting the vision to come into focus. I liken it to a painting. You don’t start off with the details, you start with the form and the shapes. Slowly it will come into focus. If you go on this journey with your client, they will know by the end that this is the brand for them. They are invested in it because they have been there the whole way.

Ideate

After working through to really discover and define what the client was working towards, I started to ideate on color pallets. I knew this was a clean brand that needed to be gender neutral, but the client wanted to make sure that there was a ‘season’ change incorporated into it. This brand was not about the new spring love or the hot passion of summer, it was the autumn cooling. The settle in and it’s home, feeling. We decided to have a soft pallet that felt more like a 1920’s, golden age romance. It was established and strong but not overly masculine.

Deliverable

Visual

Encompasses a wide range of multiple disciplines throughout various types of projects. From marketing collateral and asset to branding, creative direction, and digital experiences this portfolio shows the breadth of my experience.

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UX/UI

Strategy, user research, wireframing & prototyping are just a few tools in this narrowed UX portfolio. Projects which show an understanding of business goals and user behavior while using human centered design to accomplish goals.

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Illustration

Visual communication in a more traditional form. From children’s illustrations to infographics this portfolio specific to visual arts that communicate original ideas to clients for a wide range of products.

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