Case Studies
North Carolina Department of Commerce
THE CHALLENGE:
The task was to seamlessly incorporate the overarching North Carolina State branding while ensuring that each agency retained its distinct identity. Additionally, the collateral needed to appeal to diverse audiences, reflecting the international outreach of the department.
THE SOLUTION:
My solution involved a meticulous design approach that blended the cohesive elements of the North Carolina State branding with individualized components for each agency. Through extensive research and collaboration, I developed a design framework that harmonized the agencies' identities within the broader state branding. This solution allowed for a unified, yet flexible, visual language across all collateral.
MY ROLE:
As the lead designer on this project, my role was multifaceted. I spearheaded the strategic planning phase, conducting in-depth research into both the North Carolina State branding guidelines and the unique characteristics of each agency. Subsequently, I conceptualized and executed the design solution, ensuring that it met the specific needs and objectives of both the department and its international audience.
THE RESULTS:
The implemented design solution successfully achieved a balance between the overarching North Carolina State branding and the distinct identities of individual agencies. The collateral not only resonated with local audiences but also effectively appealed to the diverse international target audience. This resulted in increased business for the State of North Carolina both abroad and domestically .
THE LEARNINGS:
Through this project, I gained valuable insights into the delicate art of merging overarching branding with diverse, agency-specific requirements. The importance of thorough research and effective collaboration became evident, emphasizing the need for a flexible design approach. This experience enhanced my ability to navigate complex design challenges and reinforced the significance of adaptability in catering to diverse audiences within a unified visual language.