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Joyful Literacy

Brand Identity Design

2020

Joyful Literacy is an organization dedicated to the development of literacy skills in elementary school students. They work with teachers, educators, and parents to introduce teaching strategies that empower students to develop their literacy skills through playful practice and support.

Over the last year, I've worked with Joyful Literacy and its founder, Dr. Janet Mort, updating their branding, website, and products. Here's an inside look at their new brand identity system, and some of the things we've created so far.

Creative Direction

When I started working with Joyful Literacy, the organization was around ten years old and had a well established brand identity. They had a very recognizable 'Joyful' logo and a bright, enthusiastic energy to their products.

My role as their new graphic designer was to stay on course with their existing brand, but reimagine their visual identity in a graphic style that was a little more modern and worked well on a variety of print and web-based products.

brand identity design thumbnail

Palette

Big splashes of colour are used throughout Joyful Literacy's products to communicate their vibrant, youthful energy.

Their colour palette features all the colours of the rainbow, but in muted tones to make things a little easier on the eyes. Reducing the vibrancy of their pallet ensures that even when lots of colour is being used in a design, their users are not overwhelmed nor distracted from the content.

colour palette design for joyful literacy brand identity design

(Water) Colour Palette

Fonts

The fonts selected for Joyful Literacy's branding are Cooper, a big bubbly font used for expressive headings; Roboto Condensed, a clean and practical font that works for everything; and Caveat, a hand written font that's used to bring in a human touch when it's needed.

branded fonts for joyful literacy brand identity design

Brand Fonts

Website Design

Joyful Literacy's website has many functions. It's a resource database, a registration tool, and an advertising platform.

The challenge with redesigning their website is that the majority of their users are not very tech savvy, and with such a rich website, they could easily get lost. With these users in mind, I made sure the website was organized, legible, and easy to interact with.

The following images feature different sections of the website responding to different screen sizes. You can follow the link below to visit the live website.

JoyfulLiteracyOnline.com

Right Arrow Icon Design for Lucas Bell Responsive Website Design
website design on XDR for joyful literacy brand identity design

Apple Pro Display XDR

website design on iphone XR for joyful literacy brand identity design

iPhone XR

website design on iphone SE for joyful literacy brand identity design

iPhone SE

website design on ipad for joyful literacy brand identity design

iPad Pro Vertical

website design on ipad pro for joyful literacy brand identity design

iPad Pro Horizontal

thumbnail design for joyful literacy brand identity design

Thumbnail Design

video series thumbnail design for joyful literacy brand identity design

Macbook Pro

Extra Bits

To go along with their new website, I designed a favicon and touch icon to help identify the site in different web browsers. I also created an illustrated 'open graph' image which appears when the site is shared in social media posts.

favicon design for joyful literacy brand identity design

Favicon

touch icon design for joyful literacy brand identity design

Touch Icon

open graph image design for joyful literacy brand identity design

Open Graph Content (Facebook)

Icons and Buttons

I designed a set of icons for Joyful Literacy that help users identify and interact with important features of their website.

Also shown below are the buttons I designed for their website. These big buttons are bright and easy to spot, which make it easy for visitors to identify important page links and downloadable content.

icon design for joyful literacy brand identity design

Icon Designs

button animation design for joyful literacy brand identity design

Button Interactions

Illustrations

I created a series of digital illustrations for Joyful Literacy to add to their branding toolbox. These characters, objects, and school supplies are used throughout their website, books, and summit advertising.

character illustrations for joyful literacy brand identity design

Character Design

order of british columbia for joyful literacy brand identity design

Order of B.C. Medal

video bundle illustration for joyful literacy brand identity design

Video Bundle

north america illustration for joyful literacy brand identity design

North America / Binder Clips!

pencil crayon design for joyful literacy brand identity design

Pencil Crayons

Goodies!

Now that you've seen the building blocks of Joyful Literacy's new brand identity, here's some images of it in action. I mocked up some designs that explore how their brand framework can be used on merchandise and stationary.

hat design for joyful literacy brand identity design

Hat

T Shirt Merchandise Design for Joyful Literacy

T Shirt (S/P)

Tote Bag Design for Joyful Literacy by Lucas Bell Graphic Designer in Victoria BC

Tote

pin button design for joyful literacy brand identity design

Buttons

Branded Stationary Design for Joyful Literacy

Stationary

Results

I am very grateful that Joyful Literacy asked me to join their team, and trusted me to redesign their brand through my own graphic lens.

Through a collaborative effort, Janet and I were able to reimagine Joyful Literacy's branding, and bring it into the next stage of its evolution. My involvement with Joyful Literacy is ongoing, as I continue to work as their graphic designer and web developer, applying their brand identity system to their new books, products, and advertising.

Review

“Lucas' services are all outstanding. He is smart, fast, and always accessible. He doesn't just do what I ask - he makes himself an expert in the. field he is working on - asking questions, researching and positioning his work accordingly. He has high integrity and a deep commitment to serving the needs of his clients. He is a gentle soul and VERY bright. He is a delight to work with. I recommend him unequivocally and am available for further references upon request.”

Janet N. Mort PhD
Joyful Literacy Founder

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