— ORGANIZATION
Center for Design at Northeastern
— CATEGORY
Branding
Graphic Design
UI/UX
— DATE
10/10/24 – Present
The Public Design Collective is a group of researchers working with the Center for Design at Northeastern to discover and create a network of public sector designers across Latin America. During my time as an undergraduate research assistant, I created the brand identity for the group/project from scratch, and used those brand elements to develop a website. Deliverables included name, mood boards, logo, color palette, typography, wireframes and website.
CONCEPT
The Public Design Collective is a group of researchers working with the Center for Design at Northeastern on a project named “Co-Designing a Network of Public Sector Design Scholars and Practitioners in Latin America.” During my role as an undergraduate research assistant, I was tasked with creating the brand identity for the group/project.
Mood Board
I started with creating mood boards focusing on the main values of project – network and connectivity. I used imagery representing networks, such as neurons and data visualizations, as inspiration for color palettes, logos, and all other brand elements.
Color Palette
Drawing inspiration from my mood boards, I explored various color combinations before selecting orange and purple as the primary brand colors.
This choice is intentional for several reasons. First, orange and purple are complementary, creating strong visual contrast and drawing attention. Second, purple is a significant color in the feminist movement across Latin America, reinforcing the project’s focus on public sector design and its commitment to social good.
Name & Typography
During the naming process, I focused on a few key considerations. The name needed to reflect the group’s work in public sector design and network-building while also being distinctive and easily recognizable. Additionally, it was important to have a strong, unique acronym. These factors led to the choice of Public Design Collective.
For typography, I selected a sans-serif typeface that, while minimal, features subtle unique details. This allows for versatile and engaging typography across various media, including web, print, and social platforms.
Logo
While researching logos and references that symbolize connectivity, I came across Street Signs, an interaction design project by Anton Repponen that explores New York City’s street signs. I was particularly inspired by how he arranged shapes to interact while maintaining their distinct identities.
Building on this concept, I designed a logo composed of five connected shapes. To add visual interest, I intentionally offset the top circle, disrupting the pattern while reinforcing the theme of connection.
