I led Healthy Teen Network, a national professional membership organization for sexual health practitioners, through a series of exercises to retell its story. We created user personas for its digital content; explored and identified brand archetypes; and built a brand voice, style, and values.
With a brand strategy in place, we re-imagined and redesigned its website, casting the storied organization as the “playful expert” by countering its sometimes-dense, academic content with custom illustrations in a paper craft-inspired style. I created a series of 8 background illustrations (above) and 12 icons (below), pulling inspiration from our existing logo and newly established voice, style, and values. This direction aligned our web presence with who we are in real life: experts, for sure, but approachable ones...
In line with the tagline I crafted, "Discover the Magic of the Network," these icons embrace enchanting and whimsical imagery, such as the four elements (fire, water, earth, and air), a magic wand, and a spell book. These icons serve to represent our four services, departments, and other purposes as required.
I created card deck to outline Healthy Teen Network’s new brand and visual identity. We built the brand on two sets of tensions: “the playful expert” who is “humble yet fearless.” The deck provides specific instructions for copy and visuals, with plenty of examples.
We use a brand and extended palette to bring cohesion and differentiation to the organization’s many products and sub-brands. Together, these palettes nod to today’s generations of young people, with shades approximating “Millennial Pink” and “Gen Z Yellow.”
These elements come together on our website and social media.
I created a mural using elements from several illustrations. We use this as a photo backdrop at our conference booth, encouraging passersby to Discover the Magic of the Network.
