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Envision
Built a brand identity and website for a venture accelerator
Scope
Project Management, UI/UX,
Visual Design
Team
Sadhana Pakala, Project Lead
Sara Hartleben, Designer
Maura Intemann, Designer
Stephanie Fong, Designer
Sam Gildea, Developer
THE CHALLENGE
A venture accelerator needed a visual language that represented their mission and identity.
Envision is an equity-free venture accelerator that supports and equips diverse founders. They provide mentorship and support for founders who are usually overlooked in an era of systemic race and gender inequality.
The founder approached Scout, Northeastern's student-led design studio, to create a refreshed brand identity system and website.
DISCOVERING THE BRAND
My team and I needed to understand what direction the brand should take. We conducted a series of discovery workshops that helped us gain insight into Envision's brand personality, mission, goals, and target audience.
How might we show people what Envision is for those who aren't familiar?
How might we create a network of support for our founders?
How might we make Envision stand out among venture accelerators?
Envision is the only equity-free venture accelerator that supports, equips, and inspires young diverse founders around the world who need mentorship and support for their small businesses in an era of systematic race and gender inequality.
Above: We pulled out key brand descriptors using Personality Levers.
Left Top: "How might we..." questions helped us ideate design solutions.
Left Bottom: Elevator pitch
CREATING A VISUAL IDENTITY
Once we understood the goals of the rebrand and the direction the client wanted to take, we were able to create a design strategy that emphasized the bold and unique feel that Envision was trying to achieve.
The new brand identity featured simple yet striking fonts, such as Avant Garde Gothic, which has alternative letters to make the usage more unique. The color palette we chose kept Envision's primary colors of orange and yellow but includes secondary colors that were bold without being jarring.
DESIGNING THE WEBSITE
The next step was to develop a marketing website. We utilized bespoke gradients and black backgrounds to create a website that stood out from their competitors.
The main goal of the site was to provide a space for people to see the work that Envision does and for their community to showcase their achievements.
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