Branding

Under The GUI

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Work

Branding System
Logo Design
Visual Identity
Print Design
Illustration
Motion Design
Print Production

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Coding Continues
to Empower the World

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Under The GUI is a learning academy based in Vancouver, Canada focusing on STEM programs for Grades 1 – 12 students. They aspire to create an environment that inspires kids to innovate, think critically, and create with technologies on the fringe of our hi-tech culture.
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Coding continues to empower the world, and they believe that learning should be fun, and engaging. By offering the students a way to apply their knowledge, students continue to have more fun, leading to an authentic, educational experience that fosters long-term memory and the initiative to continue developing their potential. Since 2014, I have worked with the founder and his team in three different locations; Vancouver, Calgary and Victoria to produce their seasonal marketing collateral and children's curriculum textbooks.

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Brand Strategy

The main objective of this project is to reinforce this flow of growth by developing a new brand identity that could capture their unique blend of innovativeness and fun, and give them the confidence to aim even greater potential. "GUI" stands for Graphical User Interface, also known as the "Graphics," and "Under the GUI" means "Under the Graphics."

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Logo Design

The fun challenge was to design a logo symbol that could represent a kid-friendly coding academy while maintaining a modern, sleek and minimalistic aesthetic. Therefore, I have created a logo that represents "under the interface", where students learn and discover the coding process and mechanisms that controls it using the combination of the letter "G.U.I"

Logo Ideation

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Visual Design

The visual identity is often seen by the viewer as a collection of visual elements, which are used in various applications. Under the GUI brand will be implemented in such a way as to promote the image of the learning academy.

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Marketing Design

In addition to the use of primary colour, I have also implemented secondary colours that capture their distinctive combination of innovation and fun for children throughout the marketing collateral design.