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STUDY OREGON.
WHAT IS THE CONTEXT? The key problem for .this client was in its visual identity: the logo and the website needed a lot of work. This was a platform intended to entice international students to study abroad in Oregon, rather than any other state. The logo as it was didn’t showcase any of the attractive qualities of Oregon, nor did the website have an easy-to-understand layout for students to find potential colleges. These students are searching for an educational destination that not only meets their academic requirements and budgetary constraints, but also enhances their overall living experience. Post-pandemic challenges like limited social support, strict visa regulations, competitive job markets, and xenophobia are still prevalent factors that impact enrollment and experience in the United StatesWHO IS THE AUDIENCE?
We are talking to international students aged 18-24 whose fields of study are commonly Math, Computer Science, and Business. Most of these students come from Asian countries, such as China, South Korea, and India. These students value robust academic programs and vibrant cultural environments. They rely on convenient transportation and language support for academic success. These students mostly rely on income from their families to study abroad and are looking to immerse themselves in their study destination.
WHAT IS THE KEY INSIGHT?Oregon’s natural beauty is something to write home about. These students will experience the United States differently than they envisioned it. They find themselves in an unfamiliar country but will find an eclectic outdoor culture where everything grows.
BRAINSTORMING STAGEThe moodboard for this was based on text overlay and calming, natural colors:
CREATION STAGE I sketched several logos for this concept, but ended up favoring one idea, trying a few different elements to see what stuck.
Font adjustments, playing with color options (nature and seasonality), and actual graphic elements with leaves and graduation caps. The leaves didn’t quite fit, and the graduation cap felt too on-the-nose, so I kept trying different options.
The mountain range idea was working for me, but needed a few more tweaks.
After partnering with copywriters Evan Perez and Mariana Ledezma, we were able to solidify a tagline with
“Where education meets exploration”.
When the logo was solidified and approved by our creative director Brian Unflat, I was able to start building the wireframe for the website redesign. The client wanted the Study Oregon website to be similar to other states’ consortium websites. After creating a layout that resembled Study Oregon’s sister sites, I was able to embellish the layout with some ~Oregon vibes~ using my own film photos. The initial color palette dropped the blues in place for simple greens and whites. Finally, with some icons created by my collegue Pema Thangzur, the whole concept really came together. View the finished deliverable below:
BRAINSTORMING STAGE The moodboard for this was based on negative space and bright, springtime colors:
CREATION STAGE The overall inspiritation for this concept stayed the same, but I ended up kind of switching some colors around. Pink and yellow were a bit too seasonal, so I pivoted to a brighter blue. I was really attracted to trendier gradient meshing, along with a blocky serif font, so I began with this.
The logo to the right was not doing it for me. As far as the left logo, I wasn’t in love with the font pairings, and I felt the hairlines were a bit too thin on the serif font. The gradient was a bit too bright/varied, so that had to be simplified.
These gradients were working, but the client suggested a flat color option as well. But I still needed to fix the font. After some adjustments, I moved in this direction:
After support from my creative director Brian Unflat, as well as copywriters Evan Perez and Mariana Ledezma landing on the tagline, I landed on this as the final logo for concept 2:
WHAT IS THE LESSON LEARNED? Offering the client two different options to choose from is sometimes nice as a creative, as it means you don’t have to cut ideas you might love, but it only prolongs the inevitable Frankenstein-ing that will happen when the client likes both concepts and can’t decide on just one.
Account Managers:
Strategists:
Copywriters:
Art Directors:
Pema Thangzur
Myself
Myself
Creative Director: