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Client Name Five

Project Name Five

2023

My role: End-to-End Creator/Developer   *   Product: Visual Identity System   *   Timeline: 4 weeks

Overview
 
The project involved the creation of a visual identity system for the in-person courses offered by the School of Government. The objective was to standardize communication across multiple touchpoints while strengthening the institution’s visual presence and improving clarity for users.

Problem
 
The School of Government offers a wide range of in-person courses, but its communication materials lacked visual consistency. Different formats — such as social media posts, printed materials, and institutional documents — were not unified under a clear system, making it harder to establish recognition and maintain a cohesive brand image.
Additionally, the materials needed to communicate complex information in a clear and accessible way, considering a diverse audience of public servants.

Solution

A flexible and scalable visual identity system was developed to unify all course-related communications. The design focuses on clarity, hierarchy, and consistency, ensuring that information is easily understood across different formats.
The system is built on three main pillars:

  • Structured layouts to organize information clearly

  • Strong typographic hierarchy to enhance readability

  • Modular graphic elements to ensure consistency and flexibility

Design System
 

Typography

The typeface Sofia Sans was chosen for its modern, clean, and highly legible characteristics. It helps convey a professional yet approachable tone, suitable for an educational and institutional context.
 

Color Palette

The palette combines institutional and vibrant tones — blue, yellow, and orange — supported by neutral black and white. These colors create contrast, highlight key information, and establish a recognizable visual identity.
 

Graphic Elements

Linear shapes and color blocks were developed as core visual elements. These components create rhythm and structure while allowing flexible compositions across different formats.

Applications
 

  • Social media (Instagram posts and campaigns)

  • Course promotional materials

  • Editorial and informational layouts

  • Institutional stationery (folders, business cards, certificates)
     

Each application maintains visual consistency while adapting to its specific context.
 
My Role
 
I was responsible for the entire project, from initial concept development to final execution. This included research, visual strategy, design system creation, and the application of the identity across all deliverables.

Impact
 

  • +65% increase in enrollments
    Course registrations grew from 22,072 (2023) to 36,447 (2024) following the implementation of the new visual identity.
     

  • Sustained high performance
    In 2025, enrollments reached 32,284, maintaining a significantly higher level compared to pre-redesign numbers.
     

  • Improved communication effectiveness
    A clearer and more structured visual system enhanced how information is delivered, making course offerings easier to understand and engage with.
     

  • Stronger brand recognition
    Consistent use of color, typography, and layout contributed to a more recognizable and professional institutional presence across platforms.
     

  • Scalable design system
    The modular approach enabled faster and more efficient production of communication materials, supporting ongoing course promotion.
     

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