EDA — Dong Hye Kim

Introduction

Visual identity designed for lab facilities at UCLA Department of Design Media Arts.

I worked with Gareth Walsh, a staff member from UCLA to research and refine the design in a 5-week schedule. Further prototyping and development has been completed outside of the timeframe.

My Role: Design Lead

People Involved: Dong Hye Kim, Gareth Walsh

Timeframe: 5 Weeks

Skills:
Branding
Design
Web Design
Print
Prototyping

Tools:
Adobe Photoshop (Image editing)
Adobe Illustrator (Layout)
Adobe After Effects (Mockup)
Adobe XD (Development)

Problem

Plain white walls. Lab facilities and studio spaces within UCLA’s department of Design | Media Arts don’t have any directory labels other than suite number plaques placed next to doors. Larger facilities even lack descriptions or labels making it impossible for incoming students to navigate through the building.

Branding on blank white walls

Goal

Design a branding template and a logotype to make each of the lab spaces more recognizable.

Branding Mood Map

Ideation

Initial deisign ideation began with the goal to translate the flexible and versatile characteristics of the Experimental Digital Art space. Further research with current students revealed that the space was often referred to as “EDA” which disassociated the space from its name “Experimental Digital Art”, I used this finding in the logo by vertically aligning the first three capitalized letters to make the logotype read both as “EDA” and “Experimental Digital Art”. The three-wall graphic was added to resemble the most striking aspect of the space within the department.

Inspiration

Iterations

Web Design Template

Solution

Within the five week timeframe I was able to complete the design along with a branding guideline/template ready for its prototyping phases.