Role

User research, strategy planning, scalable system design, visual storytelling.

Team

Katrina Keane, Bora Shin, HeeJin Suh, Jessica Wen

Duration

4 months, 2015

Link

www.ureport.in

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Description

In 2014, I joined the verynice team in partnership with UNICEF Innovation Unit. The challenge was to re-design UReport, UNICEF’s civic engagement platform. On the front-end, UReport is a social messaging tool that allows anyone from any community anywhere in the world to respond to polls, report issues, support child rights, and work as positive agents of change on behalf of people in their country. On the back-end, this is a mobile SMS-based polling system that visualizes data to analyze a community’s current voice.

UReport was technologically mature enough for upscaling on a global level; however, it urgently needed to revitalize its user experience and brand identity.

Original branding and collaterals.

Original branding and collaterals.

Scope

My role as the Lead Graphic Designer focused on producing visual research and creating a design solution for UReport's global brand identity.

The goal of this re-design was to help better engage UReporters, and to provoke their interest. There were six partner countries that implemented the new identity system as an initial launch: Indonesia, Nigeria, The Democratic Republic of the Congo (DRC), Zambia, Burundi, and Uganda.

The final deliverables included a holistic identity system including logos, fonts, patterns, print collaterals, and digital collaterals, as well as a final brand guideline in a PDF format to facilitate easy onboarding for UNICEF’s central and country offices in future scaling.

Research on original brand position and social media presence.

Research on original brand position and social media presence.

Key Challenge

During our in-depth research on regional, cultural, and visual habits, we considered both the micro (local community) and macro (global scalable potential). From our research, the challenge became clear: how might we develop a customizable identity across all nations to foster a sense of ownership and pride, while maintaining a cohesive brand image on behalf of UNICEF as it scales?

Secondary challenges included language translation within the layout (i.e. Roman languages vs. Arabic vs. Chinese) and production strategy for low-tech, low-cost collaterals.

Worksheet showcasing all 6 countries are taking ownership in the UReport brand in different ways.

Worksheet showcasing all 6 countries are taking ownership in the UReport brand in different ways.

Testing & Validation

I worked closely with the verynice on-site field researcher based in Kampala, Uganda, to perform assumption testing on the visual prototypes. The iterative process ensured the final design solution would best represent the UReporters.

Sample of one round of early stage logo sketches.

Sample of one round of early stage logo sketches.

Final Solution

Identity System: Logos + Patterns

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Print Collaterals

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Digital Collaterals

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Project Value & Results

UReport was presented at the UN General Assembly 2014. The re-design led to a successful scale-up and helped UReport expand from six to thirty countries, reaching 2.6 million users as of September 2016.