The Fun Part
I researched a variety of representations of data across print and web, got to know the company’s products and customers, and used that to brainstorm how I could conceptualize their ‘humanizing data’ mission.
I discussed early concepts with friends who worked at startups that use similar data-based products, then did some hand sketching for an early round of feedback from my creative director. Once we agreed on a few promising directions I picked a few simple base fonts to work with and created vector versions of my top 3 concepts.
I went through four rounds of revisions, first coming up with detailed designs and playing with color options. I then discussed them with my creative director and, taking hers and the client’s feedback into consideration, I came up with a few, more minimalist, representations. I then checked with some colleagues and a couple of potential customers, who (without being me biasing them) confirmed my intuition that the line graph concept was the most accurate representation of Tuva’s value proposition.