Visual Identity Design
IDEAS
IDEAS is a curriculum model and design tool created to support staff in developing inclusive, digitally enabled education. Based on the philosophy of Education for Sustainable Development, the model ensures that teaching is attractive, relevant, and impactful for a diverse student body.
I collaborated with fellow designer Orla Evans to translate these high-level educational concepts into a tangible visual language. While Orla focused on the accessibility and design of icons, colours, fonts, and presentation systems, my role centred on building the core brand assets—from the primary logo and patterns to the illustrative persona system and the question cards.
︎︎︎type of work Visual Identity
︎︎︎year 2024
IDEAS is a curriculum model and design tool created to support staff in developing inclusive, digitally enabled education. Based on the philosophy of Education for Sustainable Development, the model ensures that teaching is attractive, relevant, and impactful for a diverse student body.
I collaborated with fellow designer Orla Evans to translate these high-level educational concepts into a tangible visual language. While Orla focused on the accessibility and design of icons, colours, fonts, and presentation systems, my role centred on building the core brand assets—from the primary logo and patterns to the illustrative persona system and the question cards.
︎︎︎type of work Visual Identity
︎︎︎year 2024
Logo Design
The IDEAS logo was born directly from the geometry of the five-element icons. My goal was to create a mark that felt structural yet fluid, representing how the five pillars of the model—Inclusive Learning, Digital Inclusion, Employability, Assessment, and Sustainability—interlock to support the student journey.
The IDEAS logo was born directly from the geometry of the five-element icons. My goal was to create a mark that felt structural yet fluid, representing how the five pillars of the model—Inclusive Learning, Digital Inclusion, Employability, Assessment, and Sustainability—interlock to support the student journey.
- Concept: Each letterform is derived from its corresponding element icon, creating a hidden "Easter egg" for users familiar with the tool.
- Versatility: I developed a full-colour version to represent the vibrancy of the diverse student body, alongside a high-contrast black-and-white version to ensure the identity remains accessible in all formats.
Pattern
To add depth and movement to the brand, I expanded the logo’s geometry into a series of dynamic patterns. These serve as a secondary brand language, used across digital slides and printed materials to create a sense of professional playfulness.
To add depth and movement to the brand, I expanded the logo’s geometry into a series of dynamic patterns. These serve as a secondary brand language, used across digital slides and printed materials to create a sense of professional playfulness.
- Style Variations: I created several iterations, including single-colour outlines, solid fills, and masked shapes.
- Function: These patterns serve as a cohesive "connective tissue" among different documents, ensuring that even a simple SWOT chart feels like part of the broader IDEAS ecosystem.
Question Card Illustrations
A key part of the IDEAS toolkit is a set of A6 question cards designed to prompt reflection among university staff. I was responsible for the layout and the integration of my bespoke illustrations for these cards.
A key part of the IDEAS toolkit is a set of A6 question cards designed to prompt reflection among university staff. I was responsible for the layout and the integration of my bespoke illustrations for these cards.
- Authentic Learning: Each card features my "hand-drawn" digital illustration that adds a human touch to the academic prompts.
- Print Efficiency: I designed the templates to be printed 4-up on A4 cardstock, making it easy for staff to produce high-quality physical tools on-site while remaining cost-effective.
Persona Illustrations & Documentation
Inclusive design starts with empathy. I led the design for the Personas document, creating a series of bespoke digital illustrations to represent a wide range of student backgrounds—from international students and parents to those facing digital poverty or learning differences.
Inclusive design starts with empathy. I led the design for the Personas document, creating a series of bespoke digital illustrations to represent a wide range of student backgrounds—from international students and parents to those facing digital poverty or learning differences.
- Humanising Data: Instead of using stock photos, I chose a hand-drawn illustrative style to make the personas feel approachable and universal.
- The Persona Activity: I designed the "Persona Activity" template to be used in workshops. It provides a structured space for staff to map out student "Inputs," "Attributes," and "Outcomes," placing my illustrations at the heart of the design sprint process.
Icons
I had absolute trust in Orla’s design intuition. To begin the process, I shared my initial sketches and conceptual ideas for the element icons; Orla then applied her incredible talent to finalise them, striking the perfect balance between deep meaning and aesthetic appeal.
This project was a masterclass in collaborative design. By working closely with Orla and the team at Oxford Brookes, we were able to ensure that "Inclusive Design" wasn't just a title for the curriculum, but a lived reality for the visual identity itself.
