Growing communities for social good.
There are a number of challenges that occur when experiencing homelessness which can ultimately diminish one’s mental health. Some challenges may include having a lack of support and resources, systemic and societal barriers, and the overall atmosphere may seem unfriendly.
Best Buds provides an empowering, positive, and friendly community of altruistic users who are passionate about helping the unhoused. The app and responsive website pinpoints people's locations and their needs, aiming to provide services to people experiencing homelessness.
Additionally, community members can use the location finder to find and help the unhoused. This ensures that every person experiencing homelessness will have a friendly support system and gets the resources that they need.
Goals & Challenges
Create a dynamic visual brand identity for the product
Design physical brand applications that are ready to be printed
Consider scalability and consistency
The Product
The app and website is a platform for community members to offer support to people who are experiencing homelessness where users can provide essential resources such as food, shelter, and clothing. The product also pinpoint locations where help is needed, enabling efficient, compassionate outreach. In addition, it allows users to post personal or community achievements, fostering a positive, supportive atmosphere. By facilitating resource-sharing and encouraging local involvement, the platform empowers users to make a tangible difference while strengthening connections within their community.
"Together, we can create a more caring, inclusive environment for all."
The Name
The name Best Buds represents the constant growth of someone who is blooming and flourishing in an empowering, positive, and friendly manner. The word "buds" represents the starting point which brings out the message that there's always room for growth. In addition, Best Buds is also defined as someone who is a close friend who one shares a strong bond with. The name is what guides the tone and voice, which is reflected throughout all of the brand assets.
The Logo
The branding centers around this modular and dynamic submark which can be transformed into a blooming flower. This logo reflects the needs of the target audience, which is the need for personal growth and a growing community.
The Process
Brand Strategy
The primary objective of this brand identity is to appeal to its target audience of gen Z's who are passionate about helping the homeless. Tackling a social issue for this hypothetical startup creates a meaningful impact by addressing real-world challenges. After conducting a market analysis, I'm able to find the key message—that a friendly support system allows one to flourish. The use of geometric shapes and bright colours allows for the brand to be easily translated across various mediums.
Brand Concept
After finalizing the brand strategy, I explored various concepts by using a mood board and sketching different representations of the brand, whether it be digital or physical. For each concept, I made sure that it's both modular and dynamic by breaking down the brand's elements.
For the full brand concept documentation click here.
UI Development
When starting off the design process, I have created an information architecture diagram to guide the necessary task flow and interactions. Keeping the brand identity throughout each screen was the priority and I did this by keeping the same colour palette and using the submark for the necessary screens. Every design decision was carefully documented before design handoff.
Click here for the UI design program.
Research
Doing research is essential for providing insights into user needs, behaviours, and pain points regarding the chosen sector. Benchmark analysis was used to understand the pros and cons of current products and how it can be improved. Ultimately, conducting research helped minimize potential issues early on, reducing the need for costly redesigns later.
For the full research click here.
Takeaways
After iterating this project, I’m left with a greater understanding of modular and dynamic visual identities. This project is beneficial with expanding my knowledge of visual identities and understanding the complexities of it. A heavy emphasis is placed on scalability, so I made sure my submarks can be seen when they’re both tiny and huge. In the future, I can continue to experiment with typography to ensure that the visual identity is more consistent with the brand tone and voice.
Next Steps
While this project allowed me to bring a product to life through various realms, such as marketing, UI design, branding, and merchandising, improving this project can further strengthen the overall user experience.
Usability Testing
Including multiple rounds of usability testing throughout the design stage is crucial for successfully crafting an app that has necessary features and fits the user's needs.
Develop A Strong Design For A Kiosk
Generally, people who are experiencing homelessness do not have access to technology. Kiosks can be placed in several areas, especially around densely populated areas, to ensure that these people are being heard and will get the help they need.
