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All Device Mockup - Elizabeth Jung (5).jpg

Elizabeth Jung

Brand Identity and Website

Multi-device mockup of Elizabeth Jung's website

Who is Elizabeth Jung?

Elizabeth Jung is a consulting professional with a background in political fundraising and advocacy.

Problem

Given that most work in the political landscape is relatively short-term, Elizabeth needs to constantly ensure her resume is up-to-date. She doesn’t feel like LinkedIn gives her the customization she’s craving. So, she wants to make a website version of her resume to ensure that she can be found by clients online, outside of social media.

How might we give Elizabeth’s career a digital presence outside of social media?

Solution

This project focused on client research to establish Elizabeth's brand identity, as well as develop a responsive website that acts as Elizabeth's resume and highlights her experience and personality.

Project Scope

  • Key takeaways and project recommendations, based on client research

  • Logo Design and Brand Identity Style Guide, with all necessary file types (SVG, EPS, PDF, PNG, JPEG, PSD)

  • Mobile-friendly & responsive website design with a high-fidelity, interactive prototype

My Role

  • UX design

  • UX research

  • UI design

  • Interview facilitator

  • Client contact

Tools

  • Adobe Photoshop

  • Adobe Illustrator

  • Figma

  • Google Forms

Design Thinking Process

A happy client makes a repeat client!

The design-thinking process I used focused on understanding the client's vision and her target audience's needs. This comprehensive approach led to a cohesive and impactful brand identity and website that stands out in the market.

Click the numbers below to jump to different steps in the process!

Empathise

Empathise

Meet the Client, Be the Client.

How can we develop a brand identity that highlights the client's experience and personality?

Quantitative Data - Client Questionnaire

To gain insight into Elizabeth’s personal brand and how that should look and feel, I had her complete a Brand Identity Questionnaire that I created in Google Forms.

Below is a recap of the adjectives she used to describe herself, her style, and how she wanted her clients to feel.

Define

Define

What are the key takeaways about the client and her goals?

Brand Personality Framework

After reviewing Elizabeth’s answers to the Brand Identity Questionnaire, I concluded that Elizabeth’s brand personality fit into the ‘Competence’ framework. This would be the guidepost throughout the design process.

The 5 Brand Personalities Framwork - Elizabeth's is 'Competence'

Website Goals

In the questionnaire, I also asked what her goals and must-haves are for her website. When designing the wireframe of her site, I will keep these items at the forefront:

Proposed Brand Identity Design

Color Palette

Elizabeth’s brand style will focus on blue tones, per her direction. Since she wants the client to feel ‘calm’ on her site, the blue will play nicely into that. I decided to use a monochromatic color palette, ranging from a dark, serious navy blue to a lighter, more feminine dusty blue.

Fonts & Logo

For the fonts and logo, I wanted to use the juxtaposition of a serious, strong, serif font with a feminine, beautiful script font to showcase her ‘touch of shine’.

Icons

Icons for the site will play to Elizabeth’s adjectives of simplicity and sophistication, with thin lines and a simplistic, straightforward design.

Brand Style Guide

Below is the brand style guide created:

Ideate

Ideate

Get the creative and
problem-solving juices flowing.

After the brand identity was completed, it was time to move on to website design.

Website Look - Wireframes

I started with wireframes created in Figma. Since the site will be responsive, I created wireframes for mobile, tablet, and desktop.

A one-page design was chosen since Elizabeth wanted to start with something simple and easy to maintain. The answers she provided for ‘Website Goals’ and ‘Must-Haves’ dictated the sections and layout of the site.

Desktop

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Tablet

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Mobile

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Website Look - High-Fidelity Mock-ups

I designed accent elements in Photoshop and Illustrator. In Figma, I created high-fidelity mockups to bring the design to life.

Desktop