Branding Showcase
Branding is about who your company is, its brand personality, its voice, its purpose.
The importance of branding in your marketing strategy can’t be overstated — even for small businesses. Your brand influences every aspect of your customers’ perceptions of your company. Branding builds trust, recognition, loyalty and reputation.
“Customers understand you visually before they know you conceptually.”
Vista Assessments: A Brand Identity Transformation
From a simple logo to a strategic ecosystem—designed for clarity, trust, and engagement.
Client Need:
Vista Assessments approached me with an existing logo but lacked a cohesive brand identity. Their focus on special education, psychometric testing, and assessments required a design language that instills trust, clarity, and innovation.
Solution:
I built a full visual identity system that extends their brand beyond just a logo—establishing an ecosystem that communicates their mission in a compelling and professional way.
The Brand System: Sections of the Bento Guide
Color Palette 🎨
• Primary Colors → Deep Navy & Soft Blue (Trust, Stability, Professionalism)
• Accent Colors → Warm Beige & Muted Red (Balance, Approachability, Inclusion)
• Why it Works? → The red replaces orange to retain energy while being softer and more adaptable for special education branding. The deep blue keeps it grounded and authoritative while pops of color guide the eye through content.
Typography & Hierarchy ✍️
• Font Choice: Momcake Pro (Bold, Clean, Modern)
• Purpose: Readability meets modern professionalism. The rounded edges maintain approachability while still looking sharp for the education and psych fields.
Graphic Elements & Patterns 🧩
• Puzzle Pieces & Speech Bubbles → Represent communication, problem-solving, and neurodiversity, which are core to special education and psychometric assessments.
• Illustrations → Soft, engaging visuals that humanize the brand while keeping it professional and accessible