Branding Refresh & Book Cover Design
Dream Chapter, retirement Experience
*Lead Designer, Book Cover Design | Co-Designer, Branding
Project through Gitwit CreativeBranding
Dream Chapter, a returning client, came to Gitwit for revitalization of their retirement planning book, website, and overall brand. In a previous collaboration, Gitwit swiftly crafted a brand and website for the Dream Chapter team within weeks for their initial launch. Upon their return, they expressed a desire to thoroughly explore and expand their brand architecture.
Collaborating with fellow designer Meghan, we embarked on an immersive journey, investing weeks in research, sketching, and design iterations to collaboratively reimagine and co-brand the Dream Chapter team.
Icon Exploration
Following multiple iterations, the Dream Chapter team gravitated towards the concept of deconstructing the essential elements aiding retirement planning. They introduced the notion of "typologies," representing distinct personality traits that guide individuals in identifying how to best spend their leisure time. Categories include Routineers, Planners, Seekers, and Wanderers. Breaking down these typologies into their core components, I crafted an initial set of icons that resonated with the unique characteristics of each personality. These icons were thoughtfully color coordinated according to the brand's color palette.
Handing off the refined concept for a final polish, our internal design duo worked together to crafted a memorable logo mark. This mark serves as a powerful influence, shaping the overall brand direction for the Dream Chapter team.
Finalized Logo
Typologies
As my colleague delved into the website design, my focus shifted to building an image library to complement not only the marketing site but also the typologies crafted for the mindset quiz. Engaging in Dream Chapter's Retirement Mindset quiz is an exploration of the opportunities and challenges one might encounter in retirement. The quiz is associated with four distinct groupings, each represented by unique iconography developed during the branding phase.
Taking these icons, I worked on integrating them into photography assets to illustrate the types of activities associated with each typology. This effort resulted in a comprehensive library of visual assets that the team utilized across the website.
Guide Book, Cover Design
The Dream Chapter team curated stories from fellow retirees, capturing their diverse experiences and the challenges they faced with newfound leisure time. These narratives were meticulously compiled into a guidebook, a valuable resource available for purchase to enhance the retirement journey for Dream Chapter customers. Our team played a pivotal role in illustrating the entire book, and I took the lead role in the design iteration of potential book covers.
After an initial review, the team gravitated towards a particular direction. This concept was further refined, adjusted to fit both the front and back of the book, and tailored to incorporate essential copy for the printed edition.
Final Book Cover
