Case Study
A Virtual Based, Mental Health Space
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.
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.
Customers
Bermudian
Stressed / Anxious
Looking for Relation
Want to Feel Safe
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.
Our Purpose
We are on a mission to raise individual awareness, erase stigmas or barriers, and build a collective community consciousness.
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
Primary Logo
Before
After
Logotype
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.
#E66115
#2A2F66
#EAAFBA
#562600
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.
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.
Pattern Design
We created a pattern design that represents our interpretation of the form of brainwaves.
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.
