Crafting the Visual Identity of Issaï
Project Overview
This project focused on the branding of Bahïa’s practice: Issaï.
The branding included the creation of a logo, social media visual presence, and business card, all designed to reflect her mission of helping businesses thrive on social media.
My Role: Research Designer, UX and UI Designer, Graphic Designer
Duration: 6 months
Tools: Figma, Photoshop, Trello, Zoom
About issaï:
Bahïa is a French digital strategist and founder of Issaī. She specializes in helping businesses thrive on social media through tailored strategies, engaging content, and trend-driven insights.
My Role:
Brand Strategist: I defined the brand's vision, aligning it with Bahïa's values of clarity, human connection, quality of service, and nature.
Researcher: I conducted research on industry trends, design styles, and competitor logos to ensure Bahïa’s brand would stand out.
Logo Designer: I created multiple logo concepts based on Bahïa’s preferences, integrating typography, iconography, and color palettes.
Project Manager: I organized meetings with Bahïa, gathered her feedback, and ensured the project progressed smoothly through each phase.
Conceptual Foundation:
When Bahïa approached me for a logo and branding, we began with a deep dive into her vision. Bahïa wanted her brand to feel human, evoking clarity, relationships, quality service, and a connection to nature. Pastel colors were also a key element.
Competitive Research:
To ensure her brand would stand out, I conducted competitive research, analyzing design styles and typography trends in her industry. The findings showed that most competitors used sans-serif typefaces, conveying clarity and modernity, and 65% included an icon with their logo. Only one competitor used a subtitle.
Results:
Sans-serif typefaces
Conveying clarity and modernity
65% included an icon
Competitor’s logos:
The Brand Journey:
With the research in mind, I explored typefaces and color palettes that aligned with Bahïa’s vision. She had a preference for green, a color symbolizing nature, growth, harmony, and vitality, an ideal fit for her brand’s message.
Brand Adjectives:
Nature
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Growth
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Harmony
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Vitality
After presenting three logo concepts and color palettes, Bahïa quickly connected with a refined typeface and I suggested this subtitle, which she loved: “Cultivez votre présence en ligne.” which means: Cultivate your online presence.
Early Color Palette:
#83D534
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#62B946
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#268641
Sample of Icons:
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Early Logos:
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While early icon concepts didn’t resonate, I shifted direction and used the typeface itself as the foundation for the logo. By extending the "A" and incorporating a plant stem-like form, the design naturally bloomed. A subtle seed growing within the logo intertwined with the letters, bringing Bahïa’s brand identity to life.
Early Concept for the Growing Seed Logo:
Shortly after, Bahïa suggested expanding the color research, focusing on evoking freshness and a deeper connection to the natural world. She envisioned the brand conveying a watercolor feel, blending softness and organic flow.
The Final Logo:
The Core Color :
Mint Green: A fresh and vibrant green with a touch of turquoise, evoking energy, growth, and clarity.
Mint Green
#3EF9A8
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CMYK
Cyan: 75%
Magenta: 0%
Yellow: 33%
Key (Black): 2%
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RGB
Red: 62
Green: 249
Blue: 168
Forest Green: A deep, earthy green reminiscent of dense forest foliage, evoking nature, stability, and calm.
Forest Green
#0E3120
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CMYK
Cyan: 71%
Magenta: 0%
Yellow: 35%
Key (Black): 81%
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RGB
Red: 14
Green: 49
Blue: 32
Social Media Banner:
Conclusion:
The collaboration with Bahïa on her brand identity for Issaī was a rewarding and insightful journey. From the initial discussions to the final design, we worked together to craft a logo and branding that perfectly encapsulates her vision of growth, clarity, and a connection to nature. The final design, with its fluid integration of typography and organic elements, conveys the essence of her digital strategy business, while maintaining a unique, human, and fresh feel.
Through our iterative process of research, feedback, and refinement, Bahïa's brand now has a strong, visually appealing identity that will help her business stand out in a competitive digital landscape.
Key Takeaways:
Collaboration Enhances Creativity
Regular feedback sessions and a collaborative approach allowed the design to evolve organically, making sure each decision—from typeface to color palette—felt right for the brand.
Adaptability is Crucial
Adjusting the direction from initial iconography ideas to a typography-based logo with integrated organic elements showed the importance of flexibility in the creative process.