Earlier this year I was asked to contribute some design thinking to 4good. 4good is Swedens largest female network, connecting people and lifting people that can inspire others to fulfil their dreams. They run several Female business networks with success, have their own podcast, do online classes and arrange inspirational seminars all over Sweden.
Ditte Hammarström from Snowfire approached me to help with the redesign of the new 4Good online identity & website design
Design around Identity
To create a unique design for any client, I use their identity as the core inspiration for my design work. I try to create a design that truly reflects their mission, values and culture.
In order to extract a clients identity we need to get to the bottom of who they really are. What drives them? What is their mission? What are their values? We can do this through discussion. In this process it’s important to be empathetic. We need to step into our client’s shoes to fully understand who they are and what they do. We should do this with sincerity and enthusiasm. Look for common threads and patterns. For example, it might be our client repeats the word ’freedom’ when describing their product or organisation. Or they might highlight ‘aspiration’ as part of their culture. These words help us build a picture of our client. They help us understand what is important to them and their organisation. With this information we have a strong basis from which to create a distinctive and unique design.
In the case of 4good, I used this information to Characterise the website design. 4good have a strong message; an inspirational message that encourages women to fulfil their dreams and to inspire others to do the same. I wanted to echo this message through the application of style on the site. The colour, texture, typography, iconography, photography and layout can all help to convey this message.