Background: EPIC Lab is a startup based out of Melbourne, Australia, that aims to integrate design-thinking into high school classrooms (12-to-18-year-olds). By doing so, EPIC Lab hopes to better prepare students for their future careers and teach empathy through the EPIC Process. The company is inspired by young people and supports their self-discovery journey during a transformative period in their lives. For this project, a team of six worked together to concept and develop a logo, branding guidelines, social media assets, a robust UI kit, and two infographics for EPIC Lab. This project took place over the duration of four weeks.
Challenges: As the student creative director, my main responsibilities were to oversee and delegate work, schedule daily meetings and check-ins, and maintain direct contact with the international client. Alongside this, I also assisted with the design on each deliverable. This was my first time acting as a lead to a group of colleagues, so it was challenging trying to guide them while still keeping track of all that I had to do as the team lead.
Problem Statement: EPIC Lab is not an established brand, so our team had no existing branding guidelines, or even colors, to build on. As EPIC Lab grows and integrates into more schools in Australia, they need consistent and recognizable branding.
Objectives: The objectives of this project were to concept and design a logo, establish brand guidelines and create a branding book for print, web, social media, and email, as well as create two stylized infographics that presents EPIC Lab’s design-thinking learning framework with support information for distribution to educators and students.
Results: During this project, I learned a lot about myself and was able to develop both my leadership and communication skills. My team and I also created a consistent branding for EPIC Lab that was able to speak to all three tiers of demographics: students, teachers, and parents of students while standing out from other traditional educational brands.
Project Learnings: This project was my first experience working for a real client. Throughout the duration of this project, I learned that being a creative director is not as easy as it seems. Along with delegating tasks and overseeing said tasks, I also had to keep team morale high throughout the entire project, especially during stressful times. I had to learn to put aside my own emotions and ensure that others were put first. Another thing I learned is that being able to quickly adapt is crucial in the design field. Things are constantly changing when working with a client, and designers must be able to tackle those changes fast. Overall, this was a valuable experience that taught me a lot about what it means to be a leader and how to go about client work.
Final logo design for EPIC Lab. The logo is a merge of a brain and a speech bubble, representing two of EPIC Lab's five main values: innovation and communication. The color palette comes from one of four stylescapes presented to the client before finalizing the logo. This color palette was chosen specifically for its fun and laid back mood as well as the fact that they are not conventional colors found in the classroom.
Social Media Recommendations and Requirements: When beginning our branding for EPIC Lab, my team knew right away that social media was going to make or break EPIC Lab's audience reach, so we researched and created social media recommendations for EPIC Lab. We also made sure to include the up-to-date sizing requirements for the chosen social medias in the brand guidelines. Throughout the social media assets process, I assisted in research and communicating the findings and recommendations in a way that was easy for the client to digest.

What social media platforms will EPIC Lab use?
Facebook: 65% of Facebook’s demographic is 35 or older. This is the typical age for both parents of high school students as well as teachers. Using Facebook to reach these second and third tier audiences will allow them to see what EPIC Lab students are creating and see the potential benefits of implementing it in their own school. Facebook also has Ad Sets, which can hold a variety of ads that vary in color, copy, and images.
Twitter: Gen Z is more likely to use Twitter than any other generation. EPIC Lab has the ability to use Twitter to advertise and educate about their design-thinking and human-centered design program to students and parents. EPIC Lab can increase brand awareness through Twitter by connecting with new users and creating a Customer Support Channel. Companies like Apple allow their Twitter account to double as a Customer Support Channel to quickly answer customer questions and issues.
Instagram: 75% of people below the age of 24 actively use Instagram, and 85% of teens say Instagram is their preferred social networking app. Much like Twitter, Instagram offers the opportunity to advertise and educate about their design-thinking and human- centered design program to students and parents, but on a larger scale. Instagram is a visually heavy app, so being able to advertise the program through photography and storytelling is important. It gives EPIC Lab the opportunity to advertise their program through a sponsored post as well. By telling a story via EPIC Lab, it builds a user’s trust in the company and encourages them to research deeper into who and what EPIC Lab is.

Which social media platforms aren't useful to EPIC Lab?
Snapchat: While Snapchat has an overwhelming amount of young users, it doesn’t offer much advertising opportunity. Ads start at $3,000 USD per month and are typically skipped over by users. Snapchat is a platform for users to see snippets of what is going on in their close friends’ lives.
TikTok: TikTok is a very trend-heavy platform that utilizes videos over images. Ads on TikTok can cost upwards of $500 USD per minute. Trends on the platform change almost everyday, and many popular companies (such as Apple, Adidas, etc.) have struggled to profit off TikTok ads. Many successful companies partner with a TikTok famous creator and get their brand out there using another person. These partnerships can often cost up to $500,000 USD.
One of EPIC Lab's main deliverables was a brand guideline book that consisted of print, web, social media, and email assets. My team created a multi-page book encapsulating all of EPIC Lab’s brand guidelines needed to create a consistent and effective brand from here on out. The brand guidelines book includes: the company’s audience, visual and verbal tone, the primary logo, alternate logo lockups, one-color logo usage, incorrect logo usage, color palettes, typography, ideal usage for web and print, photography style, illustration style, iconography style, a robust UI kit, social media requirements and assets for Facebook, Twitter, and Instagram, email requirements and assets, and brand applications. With the brand guidelines, I assisted with the layout of the book as well as fine tuning the overall design to ensure it stayed consistent with the brand and their message.
A portion of the robust UI kit that was created to assist with EPIC Lab's future development of their site.
Our team created two separate infographics that depicted EPIC Lab’s process, renamed ‘The EPIC Process,’ in a way that was easy for all demographics to digest.
The first infographic is for the 12-to-15-year-old age group due to the colorful and more exciting illustrations and a storytelling approach. With this infographic, I assisted with the overall layout as well as iconography direction and placement.
The second infographic we created is geared towards 16-to-18-year-olds. This infographic takes a more simple and direct approach to the EPIC Process. Rather than using illustrations, my team utilized icons and a circular cycle to explain that each time the process ends, it can be started over with a new topic. For the second infographic, I assisted with the color and iconography direction.
T-shirt mockup for EPIC Lab designed to bring the branding to life for the client.
Popsocket mockup for EPIC Lab designed the bring the branding to life for the client. We specifically chose a popsocket because they are a popular phone accessory amongst high school students.
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