Identity: Research Institute for Urban Wellness (MacEwan University)

This was a project I embarked on briefly after graduating, creating a visual identity and style guide for a new initiative at MacEwan that could then be packaged up and given to future designers to create web content and collateral. The research aims of the institute revolve around a more holistic approach to improving public well-being in urban areas, so an approachable but professional style was what the clients had in mind.

One challenge I faced in developing this identity was making sure the urban focus of the institute is understandable through their logo while keeping it aspirational and positive. Many signifiers commonly associated with city life carry deeply-rooted negative connotations, so great care had to be taken to closely associate them with immediately digestible shorthands for holistic support and growth.