MASAKA KIDS AFRICANA - BRANDING & WEB DESIGN
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Masaka Kids Africana is a Uganda-based children's music and dance non-profit group. They want to brand and redesign their online presence to increase engagement, increase reach and donations, introduce themselves to new audiences, and create a consistent brand identity.
Sprint Duration: 1 week
Industry: Non-profit
Brief Type: Concept
Deliverables: High fidelity prototype and client presentation
Team: Solo Project
My Role: UX/UI Designer
Tools: Figma, Slack, Excel, Zoom
My Contribution: Client Research, Competitive Analysis, UI Audit, Visual Design, Branding, Wireframing, Prototyping
Product: Designed a responsive web-mobile landing page that captures the organization’s vibrant identity and communicates their values, creating an immersive experience for their community
I followed a UX design process drawing from research to create a product that captures Masaka's vibrant identity and communicates their values creating an immersive experience for their community.
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I conducted a feature inventory for both direct and indirect competitors. I identified direct competitors as other East African-based, children’s, music and dance non-profit groups and considered indirect competitors as other organizations that had 2/4 of the identifiers (East-African based, children, music and dance, nonprofit). The feature inventory summary below shows that Masaka Kids was only missing 2 crucial features.
After competitive analysis, I conducted a brand personality assessment to clarify Masaka Kids' voice.
Drawing from the competitive analysis, and brand personality assessment, we decided to prioritize the branding and visual design of the site, beginning with the landing page .
As seen in the image above, Masaka was only missing 2 crucial features, however there was crowding, and a lack of clear hierarchy in the display and arrangement of the features throughout the website. Additionally, there was an inconsistent brand identity on different pages on the website, as well as on their social media pages.
I got to work sorting and simplifying Masaka's visuals to find a unique brand voice. I isolated colors from images, websites and logos, evaluated the website typefaces as well as other typefaces, and collected images from Masaka's media and and common sources that reflected the vibrant dynamic feel of Masaka.
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In putting the final design together, I created an immersive landing page that absorbs viewer into the bright energetic world of Masaka. I also pushed the children as the main characters of the visual story. I shrunk text areas and expanded images embracing a "show" not "tell" approach. Finally, I incorporated video to bring out the dance elements.
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