I was on a team tasked with the strategic marketing plan for the Pedorthic Association of Canada.

My role in the project was to create a Style Guide for their brand. We needed to use professional and user-friendly language and a friendly, clear, concise and high-quality look that could be used across all mediums.

The logo and primary colours were already established for the association, so I expanded on what they were already using. I added vibrant blues, teals and subtle gradients to their colour palette to compliment their logo and give them more variety. A white background allowed the vibrant colours to jump off the page.

I used the curved lines of a foot (and their logo shape) and created graphic elements that felt dynamic and playful. Feet are all about movement and I wanted to give their brand a sense of that using lines, curves and larger shapes that would crossover and unite multiple components on a page.

I chose a rounded, bold, sans serif font for headlines and contrasted it with a professional, easy to read subheading and copy font.

I used aspirational, positive, vibrant, joyful imagery to show how people with feet that felt good looked. The word “joy!” was used throughout my proposal as a way to say what the imagery felt like.

Pedorthic Association of Canada

AGENCY: FUSION COMMUNICATIONS GROUP

BRAND DESIGN / CREATIVE STYLE GUIDE