Co-creation of the visual and brand identity for Foodwize, an innovative startup aiming to revolutionize the canteen experience with sustainable nutrition, has been a comprehensive and multi-faceted design journey. The inspiration behind the Foodwize branding was rooted in the ideals of community, freshness, and environmental stewardship. This translated into a design language that is friendly, organic, and approachable, intended to communicate the brand's commitment to zero-waste and local sourcing. The use of soft, earthy colors, combined with the modern and clean lines in the typography, reflects the company’s philosophy of combining traditional values with technological innovation.

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Throughout this project, I developed a suite of skills including product photography, photo editing, and social media advertising, where I crafted engaging visuals that communicate the core benefits of Foodwize. The ability to create compelling narratives through photos and graphic elements sharpened my storytelling capabilities. I also advanced my proficiency in brand manual creation, paying meticulous attention to detail to ensure brand consistency across all platforms. From print marketing assets, such as posters and flyers, to digital marketing materials, I practiced versatility and adaptability in design.

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The data visualization component for market research, such as the positioning graph, required analytical thinking to transform complex data into digestible, visually appealing graphics. Additionally, designing motion graphics for social media presented a dynamic challenge, combining my understanding of visual design principles with timing and motion to create engaging, informative content.

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This project cultivated my ability to see the broader picture of brand identity while attending to the minutiae that contribute to a cohesive visual strategy. Skills in layout composition, color theory, and typography were refined through the production of varied marketing materials, ensuring the message of sustainable and fresh dining experiences was clear and inviting. By integrating these design elements with user experience through the Indiegogo campaign materials, I developed a comprehensive understanding of how to create designs that not only catch the eye but also prompt action and engagement.