UI/UX, Branding + Identity
4Culture
Rebranding of a Seattle arts organization.
Timeline
6 Weeks Winter 2023
Team
Individual
Roles
Visual + UI Designer
Tools
Figma, Photoshop, Illustrator
Overview
Context
4Culture is a multidisciplinary arts platform that seeks to support local artists in Seattle, WA
My Role
As a designer, I developed a new brand identity, digital assets, and re-designed the mobile flow to find a grant.
BRANDING
Logo
The logo is made of geometric shapes that vaguely resembles a person reaching out to reflect the community support 4Culture provides. The icon is also a 4 on its side.
Color + Type
Primary colors make up most of the accent colors, while the background consists of neutral tones. The visual language is inspired by Bauhaus aesthetics, and remains playful while being modern.
The typography consists of HK Grotesk, a bauhaus-esque sans serif font that is both clean and modern.
Process
I envisioned a modern looking website with bold typography and easy to use menus. I utilized dropdown menus to save space and prevent scrolling, and followed the information currently displayed on the website.
For the higher fidelity prototype, I refined the following:
Color integration
Active button states
Refined visual direction
Added screen to show expanded state
Deliverables
Previous pain points included:
A hard to see menu button
Unclear type hierarchy
Not enough spacing in the menu,
Too much text
Confusing menu
The new mobile flow adds :
Greater visual contrast
Images
Less dropdowns for the grants page
Condenses information
Responsive elements
Reflection
Visual Systems
This project encompassed my first foray into visual systems and overall I am happy with how it turned out. Being able to combine both research and visual design into a cohesive flow boosted my visual design skills.
There were several key things I learned:
Mockups + merch!
Heuristic analysis
Graphic design using Figma
Metrics
Although this rebrand was never implemented, these are some factors I would consider if it was:
Social media impressions
Audience retention on the website
Revenue from merchandise
Change in number of applicants
