SC Virtual Logo & Brand Development

DURATION

ONGOING

Situation

SC Visions (soon to be SC Virtual) is a startup focused on professional and intentional task management. The owner is looking to establish herself as a brand in hopes of taking on more clients and growing her business.

Task

Design a logo and create brand identity though font and color. Brand consciousness involves supporting the owner with a competitive analysis and the creation of personas as a benchmark for her business in the marketplace.

Action

Create a font pairing, color palate and responsive logo which will inform brand style, email templates, and website. Create a market analysis to weigh the competition and personas to better understand her clients.

Tools USED

Competitive Analysis

A competitive analysis of the virtual assistants offering services in Seattle revealed that there was a gap in the marketplace for a no frills basic “pen and paper” V.A.

Design Drivers

After a questionnaire, we found customers who would want a “pen and paper” VA tended to be on the older side. Understanding that the older market appreciates time on task, transparency, and a high level of communication and tends to distrust technology and apps led to the design drivers:

1. Controlled environment

2. Intentional and professional

3. Reflecting simplicity

Logo Development

The emphasis on pen and paper, conversations, and professionalism led to the development of the SC Visions logo. Green reflecting the evergreen state and tan resembling the sands of the shores of the Puget Sound. The typeface chosen is Josefin Sans a strong yet non imposing type, paired with Courier New, an old fashioned typewriter font, reflecting the heritage and intentionality of the brand.

Problems

After several months of working under the SC Visions logo and name the owner, still working through establishing her business decided it was time for a re brand and asked that I develop a new logo and brand for her new business SC Virtual. While the previous logo served all its purposes, it lacked an elegant femininity that the owner, a woman, wanted to exude. She also needed her website redesigned to reflect this change.

Logo Re- Design

The sleek modern curves of the Amandine font lend themselves to a sense of strength and femininity paired with roboto a friendly sans serif used in modern industries. Leaning into the clients request, I added a pink to the color palate and lightened the green to be a soft powder green. The logo was built using a grid system and includes clock arms, eluding to time saved.

Results

The website reflects the changes made to the brand. The hierarchy of the information presented on the site is consistent with the owners business goals, hopefully, promoting growth for the areas of the business that the owner wants to focus on this coming year.

In order to not alienate her current clientele we decided to draft a newsletter in Figma introducing the brand and wrapping up the year. I designed the email newsletter introducing the brand change and new website in several different breakpoint sizes. After finishing, I exported the HTML, cleaned up the code, linked the social and sites, and taught her how to inject responsive HTML objects into her gmail.