The Evolution of a Brand
Year of Completion
Type of Project
Human Centered Design
Brand Identity, Visual System, App Design, Website Design, Event
GR 620 Visual Thinking
The prompt for this project was to explore an existing problem in our world and come up with solutions to counter the problem through the use of human-centered design. Through this process, I created a brand from conception to completion through developing the brand’s visual look and feel, heart and mission, as well as brand deliverables that demonstrated how through design, we could create better solutions for our chosen topic.
The idea of Osa evolved out of the phrase, “go back to your country” in America. I thought this was strange, given that America is a nation of immigrants. After some extensive research, I continued to refine my idea, and decided to use human-centered design to build a support network for minority-owned businesses in California. Osa, which means “share” in Estonian, became a brand that cares about cross-cultural relationships and building better representation for minority-owned business owners (the m.o.b).