Leviah Branding Project
Leviah project is one of #Shofar Project extensions.
the main goal of the community of Leviah is about closing the gap in the modern society by raising up the soical equality that based on a talent, and in addition to help women to fulfill themeselvs without any barriers that they are encounter in life. we belive that every person is born with the same divine spark๐ and deserves a chance to prosper in their life.
Design Thinking Process (Principles)
Before we started work on the process, we first studied the meaning of the project, and we focused our creative thinking and tried to make a visual concept that expressed the founderโs main goal and agendas.
We want to present some of our processes by using the Principles of Design Thinking.
Understand
To understand the most profound meaning of the project and the way of thinking, we did interviews with all of the founders and social leaders of the project. That phase gives us a refined idea of the main subjects by their thoughts.
Observe
We held joint meetings with the founders and social leaders. We watched from the sidelines to understand through their behavior with each other how the brand could be designed and characterized in the best way that would suit their behavior and the users.
Conduct questionnaires and interviews with potential users under a false name but with the same agenda as the heads of the venture to gain a deeper understanding of the users’ feasibility and get to the depths of “which way to take it.”
Synthesis
After gathering the additional material, we gathered as much information as needed to start design and characterization. We summed it all up, summed up the more vital reference points according to the venture, performed an analysis we made on users and created potential personas based on what we have done so far.
Ideate
So after characterizing the users, we started to touch on the creative stage.
We started brainstorming when each session was allotted about 20 minutes. We’ve made about three sessions in a row to find a good balance.
We came up with results that interested us that could best translate the ideas of venture leaders, and from there, we moved on.
Prototype
After the whole process, we started the execution phase, creating the prototype.
We have created several examples, and now we will present you with the visuals with relevant explanations for each design choice.
We thought about what could represent best all the research we had done and realized it fit the brand…
We gave one visual consisting of 2 shadows of a woman and t a lioness, as they are placed in a circle with different colors.
Each color means other purposes for which the brand is sacred.
We had to select the most accurate product by test experiments using the focus group we first saw, which consisted of venture heads and potential users. To see the personas again, scroll to the synthesis segment above.
Details of the tests and the reasons for the experiment-based selection tools can be found in the test segment at the bottom of the page.
Typography
Costum font based on Mikteret from Fontbit Company
Weโve Looked for the font that tries to express all the vision that we researched, made sense, and connected with the ownerโs way of thinking. The stable font, the strong base, the sharp and long lines, and the straight corners add to the sense of security that this brand wants and strive to pass on to its members.
The font contains letters, glyphs and ligatures in Hebrew
Colors
These are the three braces we created, one for each option.
The creamy yellow color symbolizes the softness but with a war spirit, highlights the essential figures, and gives excellent contrast.
It transmits sparkles of optimism and puts the brand prominent above all.
The strawberry red symbolizes a fighting spirit, boldness, and unapologetic impudence.
However, it symbolizes a lot of aggressiveness that is contrary to the brand’s spirit.
The peach-orange, a combination of the two colors above, bright but creamy and stable, highlights but does not cause concern. Contrasting and giving a stage for the other colors and characters to stand out.
Test
After designing and creating the options, we let our focus group and venture leaders decide which logo they thought would be most appropriate, write down feedback and rate these options.
We took the feedback and ratings and summarized them.
The final results are in front of you.
So after we finished the research and creation process and tested it with a focus group, we emphasized accessibility. The personas segment contains representatives of people of the third age.
This should also be accessible to those who can see it correctly to feel more belonging to the venture and participate in it with pride.
Based on the results in front of you, this is how we made the logo more responsive and increased its level of accessibility.
Personal thoughts
Daniel Hanukaev
Lead Design Team at Shofar Venture, My part in this project was to Illustrait and build the logoโs visualย
Shortly after joining the Laviah project and getting to know the community manager, I was informed in advance by the head of design of Kula_Like community that a significant change was about to happen in terms of project design, and I was appointed to take a significant part of the brand logo design. My thought process included several steps. First, I focused on a list of everything I know about the Lavia brand from conversations I had in the past with the community manager and from posts previously published on all platforms where the brand is active, and I made sun associations with all the values โโthat communicate the brand, then I connected For user research done as part of the process to see what are the characteristics of the brand users. At the same time, I also made an inspiration board with the help of the values โโand characteristics I collected; in the end, we also decided with which values โโwe continued, and I translated them into visual characteristics. I then started creating manual sketches and examined all sorts of variations to the logo until I finally came up with the current logo design that hit directly on the goal. The whole competitor’s research process I did help me understand how important this project is.
Thank you for watching
