Industry: Education / Career / Self-Help • 2019-2022
Project — Lantern
Build a Humanistic Brand for lantern
CREATIVE DIRECTION • EXECUTION • USER TESTING • WORKSHOP BUILDING & FACILITATION • BRANDING
🎯 PROBLEM TO SOLVE
tressed, overwhelmed, and anxious potential students are seeking guidance on lofty career and education decisions. They face anxiety-inducing outcomes if they aren’t able to meet the demands of their online degree program or certificate. Lantern, as an all-in-on-platform, had to be gracious, empathetic, encouraging — but grounding, gritty, and approachable.
👑 CONTEXT
The Humanistic Brand-Building workshop series was born out of my love for brand and collaborative processes that allow cross- functional partners to meet each other in a creative headspace.
• Designed, built, and facilitated a series of 7 workshops that identify core brand aspects through the brand pyramid, namestorming, mood boards, voice and character development, design nuance and tone, marketing materials and the logomark development.
• Established and communicated key milestones and timelines to stakeholders, working directly with the VP of Product and President to establish the right brand for our new platform.
• Directed and oversaw key brand deliverables: Brand book, logo kit, social media brand asset kit, email templates, voice and tone guidelines, photography and imagery guidelines, and design system buildout.
• Validated brand through user research methods: sentiment research, moderated interviews, and a moderated 2-week beta-testing research panel through blognog.
• Designed, built, and facilitated a series of 7 workshops that identify core brand aspects through the brand pyramid, namestorming, mood boards, voice and character development, design nuance and tone, marketing materials and the logomark development.
• Established and communicated key milestones and timelines to stakeholders, working directly with the VP of Product and President to establish the right brand for our new platform.
• Directed and oversaw key brand deliverables: Brand book, logo kit, social media brand asset kit, email templates, voice and tone guidelines, photography and imagery guidelines, and design system buildout.
• Validated brand through user research methods: sentiment research, moderated interviews, and a moderated 2-week beta-testing research panel through blognog.
🤔 WHAT HAPPENS NEXT?!
Next up: building a humanistic brand for lantern!
