Case Study

A Virtual Based, Mental Health Space

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TeleConnect is an online platform committed to connecting Bermudians and their social community to Mental Health related content including therapy facts, awareness, information, and available community resources. Their purpose is to raise awareness and erase the stigma of mental health. To help TeleConnect spread their purpose, we designed a visual identity including design and character illustrations.

Challenge

Identify the brand's purpose, position, establish a visual identity and creating digital marketing assets.

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Outcome

Equilateral Studio helped TeleConnect to create a visual identity that resonates with TeleConnect values and mission.

Creating

The Strategy

We sat down with the founders, Taj and Talibah Branch, to craft the brand’s strategy and identity for the release of their new products. Over a four-hour facilitated meeting, we discovered the pain points of the new business. Additionally, we helped them prioritize the needs and goals of their business and its customers. 

Getting

To Know The Customer

The platform is aimed at working adults in Bermuda who have problems with being stressed, anxious, especially at the time of the COVID-19 pandemic. They need reliable information to understand the importance of taking care of emotional health as well as physical health. They want to feel safe and know where to go for issues or how to start the discussion around what it is that they need help with. 

Defining

The Brand

Our studio developed the identity system that reflects the brand's personality, also the look and feel that strengthen their messages. 

Exploring

The Voice

During the discovery session, we picked three main messages to communicate to your audience. We also used the messaging in TeleConnect's current content to determine how to best deliver through a visual platform.

Brand Identity

Our studio developed the identity system that reflects the brand's personality, also the look and feel that strengthen their messages. 

Rethinking the Logo

Before

After

Stylescape

Selecting

the best type

Helvetica

Helvetica Regular

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Helvetia Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Helvetica Light

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Choosing

a color palette

We wanted to incorporate a Bermuda feel to the previous colour palette which was dominated by orange colour without any clashing, so we added blue and pink which are inspired by the ocean and pink beaches of Bermuda.

Building Character Illustrations

The best brands build characters to connect, captivate, and resonate with their audience. Establishing characters also allows you to develop

a cohesive messaging through personalities and stories. Additionally it helps your target readers to easily recognise you.

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We developed some illustrations that can serve as the brand characters to help create unique, engaging, connections. These characters resemble Bermudian men and women in their own way, and are dressed to incorporate the brand colour palette. They will each have their own personalities and voices to communicate to the audience.

Digital Marketing Assets

We have developed three main contents that TeleConnect will cover and this will be accompanied by its assigned colour and ready made template from us which the client may use to create their own content themselves.