The Evolution of a Brand

Osa(share).

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Year of Completion

Spring 2020

Type of Project

Human Centered Design

Category

Brand Identity, Visual System, App Design, Website Design, Event

Course Name

GR 620 Visual Thinking

Instructor

Sandra Isla

Objective

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. 

Approach

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).

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