Smart Data Research UK are developing new ideas on how we look at and use consumer data. It aims to utilise data collected from our daily interactions with digital devices to tackle real-world challenges. Such as; looking at connections between affluence when purchasing eco-friendly products, speeding up health condition diagnosis and combating harmful content online.
A new UKRI initiative
Following on from work we do for fellow UKRI initiative ADR UK, Liquid Light was tasked with creating a brand that would stand out and motivate people to improve lives by using data. This brand would then be used as a foundation by their in-house team to launch their new strategy.
Solution
Liquid Light facilitated a collaborative and inclusive design process, ensuring all stakeholders' voices were heard throughout the process.
Brand Workshop
During workshops we facilitated wide-ranging discussions on the structure, target audiences, core principles and brand vision. The main takeaways were that SDR UK aim to be innovative, interdisciplinary, and collaborative by bringing together individuals from various areas to solve problems, including those unfamiliar with data. There is also the possibility of this type of data collection looking intrusive and scary, so it is also very important to focus on the human benefit of the research rather than solely focusing on the data itself.
Logo Design
The logo was developed in tandem with the mood board creations, to ensure the concepts worked in harmony with Smart Data Research UK’s sister organisations. The selected concept incorporated semi-circles arranged in an 'S,' symbolising organised data abstractly. We also produced two animated logo stings for use across multiple digital assets.
Illustrations
We created a set of unique and custom illustrations to support Smart Data Research UK’s key focus points, these help elevate the brand making it more recognisable. In a style that projects the approachable, human-centred aspects of the programme.
Website Style Guide
Liquid Light created a style guide that would help Smart Data Research UK’s in-house team design and build their new site. Giving guidance on elements such as; layout, typography, colour and interaction, along with all the components needed to create the basis of the site. We then produced conceptual key screens to show how these components could be structured to form the pages of the site.
Brand Guidelines
With the brand’s visual style now established, the guidelines were created. These guidelines serve as a solid baseline for any new project to start from. This strong brand direction allowed room for development and growth without being overly descriptive.
Result
Within a 5 week sprint, we transformed a blank canvas into a polished and unified brand identity, ready to be implemented in the real world. The result will help guide Smart Data Research UK in effectively communicating and addressing the significant challenges they encounter. Whilst also leaving scope to develop and expand the brand as the programme grows over time.
