A SUMMER OF ITERATION
Soon after the 2018-2019 school term, the design team went back to the drawing board to reflect on and discuss opportunities for improvements in the design system. Alongside this, 2019-2020 was the year the WITS design team had grown to include not only product designers, but also an illustrator and front end developer.
The team dove into the new term with bigger goals and high expectations for the organization. The design team wanted to ensure that the growth of WITS was well represented and did not compromise the inclusive and welcoming tone of voice we had originally established from the previous year.
VP of Design
Estelle Chung, Jenny Tran, Jenny Cai, and myself
Feedback from our community
WITS's rebrand from the previous year was extremely well received. Alongside the positive feedback we had received, members had commented on our use of pink throughout our branding material. Some were concerned that excessive use of the colour could reinforce gender norms and take attention away from the true efforts of the club. In addition, new team members also agreed that the brand needed to growth alongside WITS's overall growth; we needed something more "grown-up".
With this in mind, we returned back to our mood board to evaluate sources and references which the brand had outgrown. We loved how the muted tones in the new mood board gave the images more versatility and how the isometric designs depicted and communicated "depth".
We experimented with the existing colour palette by bringing down the saturation to created those muted tones. To avoid the palette from becoming too flat, we introduced a mint green and leveraged the coral red to combat the excessive pink. The design team had a lot of fun coming up with names for the new colour palette.
The design team saw growth in its creative disciplines, and we were able to explore ideas and inspirations for customized illustrations for the branding.