TRANSFORMATIONAL LEARNING
branding / user research
The Project
This is a brand identity design for the Transformational Learning department from the Clinical and Systems Transformation (CST) project – a province-wide initiative that aims to standardize clinical practices across British Columbia.
The aim was to create a sub-brand that was distinct, but still visually connected to the overarching CST identity. This was achieved primarily through the repetition of the leaf symbol, which forms the basis of the CST logo. The CST colour palette of navy, green, and brown was also retained, but updated with brighter hues that are meant to inspire optimism and enthusiasm.
This project was completed on behalf of the Health Design Lab at the Emily Carr University of Art + Design. Project partners: Jordan Tate (communication designer) & Caylee Raber (director).
Main Brand Logo
Sub-brand Logo
user research
We first designed and facilitated a 2-hour co-creation workshop with staff members, aimed at identifying core brand values and aesthetic preferences. The qualitative data from the workshop were later organized, analyzed, and used to develop the team’s visual identity.
A second workshop was then conducted to better understanding the learning journeys of the target user groups, and included participants from both CST and its affiliated advisory group. Lastly, we conducted a condensed version of this learning journey workshop over the phone with another group of CST affiliates, as a means of supplementing our data. These results greatly informed the design of the user journey brochures.
The Deliverables
The final deliverables included:
A complete visual identity – logo, typeface, color palette, and custom icons
"Learning journey" brochures, with customized content for six different user groups
Informational diagrams and charts
Templates for Microsoft Word and Powerpoint
