@2023 by Lingzhi Hu
Tone Of Voice
Example
Dividers & Decorative Elements
Images
Design Tokens
Icons
Buttons
Brand Principles & Identity
Color Palette
Typographic System Line Length Spacing
Evaluate the identity needs and design principles of a client
Create a design concept to anchor design decisions
Explore and decide on design foundations
Create a typographic identity
Fashion a robust color palette
Create useful design tokens
Capture the correct tone of voice
Design Process
After I researched web pages and elements of fashion, I identified the target audiences and their needs, behaviors, and preferences. Then, I got the butterfly concept, because it is colorful, stylish, and fashionable for a fashion company. Also, I created a new name, and a new logo, and found a typeface and colors for the layout elements.
Research / Concept
Identities and foundations
Identities and foundations are the core principles and values that guide the design process and shape the overall user experience of digital products.
A new fashion company aims to create an online and mobile-app-based educational service, with video courses and interactive learning exercises across a variety of subjects. They want to establish the visual identity that will serve as the basis for all their products and components. To do so, I created a PDF brand style guide that can serve as a foundation for all the client's future product designs.
Overview
Identity & Foundations
