ArteVita is a brand created for a private occupational therapy practice.
Its mission is to support children, youngsters and adults with developmental or learning disabilities, behavioral or physical difficulties or psychosomatic complaints and to help them regain their independence and self-confidence.
Its mission is to support children, youngsters and adults with developmental or learning disabilities, behavioral or physical difficulties or psychosomatic complaints and to help them regain their independence and self-confidence.
The core values of the brand are communication, empathy, approachability and support.
These four values go hand in hand with the character of their brand voice: the caregiver.
The caregiver archetype is reflected in the honest and empathic approach towards the clients
with an everlasting patience and motivation.
- Communication -
- Empathy -
- Approachability -
- Support -
“Using mind maps helps you consider as many different design directions as possible at the stage when they’re most needed.” - David Airey
I started the design process with generating different mind maps, each with a different core term chosen from the design briefing. Using these mind maps the brand name ‘ArteVita’ came to life, a play on the Latin phrase ‘Artes Vitae’ or the art of living. The maps were also used as a cornerstone for generating different logo concepts.
I’m a real fan of starting off a design process on paper. Sketching out my first ideas helps me to overcome the threshold of what I call ‘blank paper fear’ - the struggle you have when starting on your first design on a blank canvas. When I run out of the first batch of ideas, I start digitizing some of them. Sometimes new ideas spring to mind while doing this. If not, I just switch back to pencil and so on until I’ve found a bunch of designs that I’m happy with.
I used a soft and rounded Sans serif font combined with a turquoise colour scheme to reflect the caring and empathetic character of the brand: Dita regular & Dita medium for the tagline.
The final design concept is an 'AV' Monogram - the first letter of the two main components of the brand name. Together they form the letter 'N', which is the first letter of the owners name.
I eventually removed the flowery end to simplify the design and make it more readable.
After all: "Less is more".
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Please, give me a thumbs up if you like the way this project turned out.
- Greetings Elke -
