Inclusive Branding & Digital Strategy for Transborder Impact

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Overview

"Democratizing Design" is a visionary World Design Capital San Diego-Tijuana 2024 (WDC2024) Impact Project aimed at making design accessible, inclusive, and impactful across the San Diego-Tijuana transborder region.

The initiative unites UC San Diego Design Lab, CETYS University, and The Design Academy to co-create sustainable, humanity-centered solutions that address regional challenges and improve quality of life.

Our Role

My agency, XWHYZ, was entrusted with crafting the complete brand, product, and social media presence for Democratizing Design. Selected through a grant-funded collaboration between the City of San Diego and academic institutions, our mandate was to:

• Develop an inclusive visual identity and brand narrative.

• Design a comprehensive Design Playbook for civic leaders, urban planners, and stakeholders.

• Establish a cohesive digital presence across social media, web, and email.

• Create engaging visuals for an interactive installation at the World Design Capital Policy Conference.

Challenges & Objectives

• Inclusive Vision: Craft a brand that resonates with a diverse audience, including civic officials, urban planners, and underrepresented community members.

• Multi-Platform Presence: Develop adaptable design assets for Instagram, LinkedIn, email outreach, websites, and large-scale events.

• Co-Creation Framework: Visualize and communicate a design framework that supports inclusive, sustainable policymaking and urban planning.

• Engagement & Impact: Create immersive experiences and content that spark community involvement and drive sustainable design practices.

Approach & Process

1. Discovery & Alignment:

   • Conducted in-depth discussions with UC San Diego Design Lab, CETYS University, and The Design Academy to understand project goals, values, and audience.

   • Defined core project values: inclusivity, collaboration, and accessibility.

     
     

     
     

     

   
   

   
   

2. Visual Identity Development:

   • Conceptualized a dynamic brand centered on transparent, gradient circles to symbolize diverse groups coming together, reflecting the fluid, interconnected nature of the transborder region.

   • Selected color palettes and design motifs that emphasize unity, openness, and collaboration.

     
     

     
     

     

     
     

3. Design Playbook Creation:

   • Developed a comprehensive guide incorporating insights from underrepresented community interviews, tools for creative problem-solving, and sustainable design principles.

   • Ensured the playbook was accessible to a wide range of stakeholders, from city officials to community members.

     
     

     
     

     

     
     

4. Digital & Social Media Strategy:

   • Created visually cohesive social media graphics, posts, and email templates tailored for platforms like Instagram and LinkedIn.

   • Developed a dedicated website serving as an online hub for resources, updates, and community feedback.

     
     

     

     
     

5. Interactive Installation at WDC Policy Conference:

   • Designed projection mapping visuals for an installation titled "San Diego 2100," leveraging AI-enhanced video to visualize a futuristic vision of the transborder region.

   • Produced event graphics, including vinyl wall quotes, display boards, and workshop visuals, to engage conference attendees and stimulate dialogue.

Video of "San Diego 2100"

Key Deliverables

• Inclusive Brand Identity: A unifying visual language using transparent gradient circles, reinforcing the project's values of diversity and collaboration.

• Design Playbook: A prototype guide for inclusive, design-focused decision-making, complete with case studies, community insights, and practical tools.

• Digital Assets: A suite of social media templates, email designs, and a user-friendly website that extend the initiative's reach and engagement.

• Event Experience: Immersive projection mapping, event graphics, and interactive elements that brought the project's vision to life at the conference.

  
  

Impact & Outcomes

• Broadened Engagement: The brand and digital assets successfully engaged a wide array of stakeholders, encouraging active participation in co-designing the future of the region.

• Empowered Decision-Making: The Design Playbook prototype provided a tangible framework for stakeholders to make informed, inclusive decisions, bridging design theory with practical urban planning.

• Memorable Experiences: The interactive installation and projection mapping not only showcased futuristic concepts but also inspired participants to envision and contribute to sustainable design solutions.

Reflection

This project demonstrated the power of inclusive branding and thoughtful design in bridging diverse communities and influencing policy and urban planning. By intertwining research, human-centered design, and cutting-edge visual technology, XWHYZ delivered a cohesive brand and product suite that not only resonated with stakeholders but also laid the groundwork for democratizing design across the San Diego-Tijuana region.


The success of the initiative reflects our commitment to merging creativity, strategy, and inclusivity to foster meaningful social impact.