Role:
Role:
Role:
Brand Designer
Brand Designer
Brand Designer
Team:
Team:
Team:
PhillyCHI
PhillyCHI
PhillyCHI
Industry:
Industry:
UX Community, Non-profit org
UX Community, Non-profit org
Tools:
Illustrator, Photoshop, After Effect
Year launch:
2020
Tools:
Illustrator, Photoshop, After Effect
Year launch:
2020
Industry:
UX Community, Non-profit org
Tools:
Illustration, Photoshop, After Affect
Year launch:
2020
⟡ Highlight skillsets
Branding & Identity 💡
Branding & Identity 💡
Branding & Identity 💡
Visual Communication 👄
Visual Communication 👄
Visual Communication 👄
Illustration 🖍
Illustration 🖍
Illustration 🖍
Background
Background
In the world of user experience, connection is everything.
PhillyCHI, an interdisciplinary hub established at Drexel University in 2005, has supported the UX community in Philadelphia for nearly two decades. After 15 years of significant engagement, the organization's chairman at that time, Chuong Nguyen, approached me to help revitalize this important community. Our mission was to rejuvenate a brand that connects, inspires, and empowers UX professionals in Philadelphia.
In the world of user experience, connection is everything.
PhillyCHI, an interdisciplinary hub established at Drexel University in 2005, has supported the UX community in Philadelphia for nearly two decades. After 15 years of significant engagement, the organization's chairman at that time, Chuong Nguyen, approached me to help revitalize this important community. Our mission was to rejuvenate a brand that connects, inspires, and empowers UX professionals in Philadelphia.
Understand the challenge
Understand the challenge
PhillyCHI faced a familiar dilemma: how to refresh a beloved brand without losing its essence.
As the brand designer, I was tasked with aligning insights from the community with strategic design solutions. I needed to ensure that the visual identity resonated deeply with its audience while enhancing engagement and adaptability across all media—print, digital, video, and beyond.
My goal was to honor the community’s history while paving the way for its future.
PhillyCHI faced a familiar dilemma: how to refresh a beloved brand without losing its essence.
As the brand designer, I was tasked with aligning insights from the community with strategic design solutions. I needed to ensure that the visual identity resonated deeply with its audience while enhancing engagement and adaptability across all media—print, digital, video, and beyond.
My goal was to honor the community’s history while paving the way for its future.
PhillyCHI branding prior to rebranding
Image from Chuong, former chairman of PhillyCHI website.
Insights
Insights
To truly understand the core values of PhillyCHI, I engaged with PhillyCHI leadership to uncover the deeper meanings behind the organization’s mission. This heritage of insight allowed me to shape and refine the visual identity, including the font family and color palette, ensuring that it resonated deeply with its audience.
To learn more about the leadership strategies, checkout Chuong case study: PhillyCHI Design Leadership.
To truly understand the core values of PhillyCHI, I engaged with PhillyCHI leadership to uncover the deeper meanings behind the organization’s mission. This heritage of insight allowed me to shape and refine the visual identity, including the font family and color palette, ensuring that it resonated deeply with its audience.
To learn more about the leadership strategies, checkout Chuong case study: PhillyCHI Design Leadership.
Bring the soul of Philly to CHI.
Bring the soul of Philly to CHI.
We set out to create a brand identity and visual style that felt authentic, relevant, and distinctive.
A key focus was honoring the UX community and the vibrant energy of PhillyCHI.
We set out to create a brand identity and visual style that felt authentic, relevant, and distinctive. A key focus was honoring the UX community and the vibrant energy of PhillyCHI.
To accomplish this, we formulated symbolic figures influenced by the distinctive outlines of Philadelphia's communities, which became integral to the brand's visual vocabulary.
To accomplish this, we formulated symbolic figures influenced by the distinctive outlines of Philadelphia's communities, which became integral to the brand's visual vocabulary.
These shapes symbolize the city's diversity and serve as a metaphor for the connection and collaboration at the heart of the UX community.
These shapes symbolize the city's diversity and serve as a metaphor for the connection and collaboration at the heart of the UX community.
Conclusion
Compassion
Connection
Relevance
Finding colors that reflect Philly's vibrancy.
Finding colors that reflect Philly's vibrancy.
Hues are significant. They stir feelings and ignite familiarity. We've selected a range that enhances the lively spirit of Philly.
Hues are significant. They stir feelings and ignite familiarity. We've selected a range that enhances the lively spirit of Philly.
Typography for a powerful community impact.
Typography for a powerful community impact.
We embraced three typefaces that tell a story.
We embraced three typefaces that tell a story.
The goal is to use a combination of three typefaces that balances playfulness and professionalism to effectively engage the audience.
The goal is to use a combination of three typefaces that balances playfulness and professionalism to effectively engage the audience.
Capture Philly's vibe in the illustration system
Capture Philly's vibe in the illustration system
Building on the distinct visual elements we identified, we crafted an illustration system that amplifies our message.
Whether it’s through posters, social media, swag, or postcards, the goal is simple: to create a deeper connection with our community by making the message impossible to ignore.
Building on the distinct visual elements we identified, we crafted an illustration system that amplifies our message.
Whether it’s through posters, social media, swag, or postcards, the goal is simple: to create a deeper connection with our community by making the message impossible to ignore.
The impact
The impact
The results? A transformation. Engagement metrics skyrocketed—more interactions, increased attendance at events, and a palpable excitement in the community. Feedback poured in, with members embracing the new identity and feeling a renewed connection to PhillyCHI.
The results? A transformation. Engagement metrics skyrocketed—more interactions, increased attendance at events, and a palpable excitement in the community. Feedback poured in, with members embracing the new identity and feeling a renewed connection to PhillyCHI.
PhillyCHI events on Evenbrite
My thoughts
My thoughts
Rebranding PhillyCHI was about more than just a fresh look; it was a journey into fostering community and connection.
I had the privilege of contributing the discovery of the brand’s visual identity, aligning insights with design to craft a dynamic, adaptable identity that evolves with the user experience landscape.
Random thought: How about some cute PhillyCHI pins? Would you want one? 👀
Rebranding PhillyCHI was about more than just a fresh look; it was a journey into fostering community and connection.
I had the privilege of contributing the discovery of the brand’s visual identity, aligning insights with design to craft a dynamic, adaptable identity that evolves with the user experience landscape.
Random thought: How about some cute PhillyCHI pins? Would you want one? 👀
I’m truly grateful for this project and the opportunity to work with PhillyCHI’s amazing leadership, like Chuong. It feels like planting a design seed that’s now blossoming, and it’s setting the stage for future designers, talk about passing the baton!
PhillyCHI stands out as a vibrant community that invites everyone to participate, learn, and grow.
So the takeaway: when I design for connection, the brand doesn’t just grow, it blooms. 😊
Thanks for your reading!
🌟 If you’re into UX and nearby Philly region, please support PhillyCHI! They host fantastic events and workshops that are definitely worth attending.
I’m truly grateful for this project and the opportunity to work with PhillyCHI’s amazing leadership, like Chuong. It feels like planting a design seed that’s now blossoming, and it’s setting the stage for future designers, talk about passing the baton!
PhillyCHI stands out as a vibrant community that invites everyone to participate, learn, and grow.
So the takeaway: when I design for connection, the brand doesn’t just grow, it blooms. 😊
Thanks for your reading!
🌟 If you’re into UX and nearby Philly region, please support PhillyCHI! They host fantastic events and workshops that are definitely worth attending.
