With our name confirmed, we began work on a fulsome visual identity. We developed a comprehensive design brief, outlining the goals of the project and its detailed target audiences, including their motivators, stressors, needs and expectations. We also translated the project’s values into design considerations, helping our designer understand how to reflect the project’s complex principles into its visual aesthetic. We shared three concepts with our team, helped them understand the rationale of the design choices behind each one, and supporting them to choose one concept to refine further. After facilitating feedback across the project team and with our designer, we worked with our designer to produce a comprehensive visual identity that included a full logo suite, branded assets, colour palette and typography.