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The Circuit
Built a full brand identity and website for a tech editorial
Scope
Design Strategy, Brand Identity Design, UI/UX
Team
Hanikea Balint, Project Lead
Sadhana Pakala, Designer
Renee Pearce, Designer
Neha Sriram, Developer
Mairam Alsadek, Developer
THE CHALLENGE
The Circuit is a student-run editorial and media platform that highlights the multifaceted uses and effects of technology.
Founder Valerie Robert came to Scout, Northeastern’s student-led design studio, in need of a strong visual brand and digitally savvy website. User testing of the existing platform revealed that students viewed the organization as a blog rather than a credible editorial or citable source. One of our biggest challenges was to reverse this impression.
RESEARCH & DISCOVERY
As a student-run organization, The Circuit needed to connect with their Gen-Z audience.
We wanted the new brand and UI design to appeal to a new generation that is very receptive to aesthetics. We began the project by conducting research to understand what The Circuit is and determine what it could be. We did this through brand exercises, user interviews on the existing site, and writing an elevator pitch that summarized the organization.
BRAND IDENTITY DEVELOPMENT
Once we had a clear vision of the brand goals, we started creating mood boards to explore visual directions. We presented three different strategies, and the client ultimately chose a direction that featured bright neon colors, type experimentation, and elements of a dark mode.
The client requested a new name as well as a new logo. We began by ideating words that described their original name ("Tech for the People") and coming up with representative visual elements. From those explorations we came up with “The Circuit”, a name that best represented the organization, referencing both themes of technology and connection.
WEBSITE DESIGN
Last but not least we developed the final website designs. We utilized bold neon colors and elements of dark mode to create a website that would stand out from its competitors.
The main goal of the site was to provide a hub for people to explore learn more about the uses and effects of technology
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