Understood.org Brand Strategy& Execution

Understood.org is a non-profit dedicated to serving the 70 million American children and adults that experience learning and thinking differences like ADD, ADHD, and Dyslexia first-hand. In the spring of 2020, at the very beginning of the Covid pandemic, I was asked to come in and explore unique ways in which the team could use its existing design library to accommodate it's growing content streams during a time when learning and parenting was changing all across the world.

Together with ECD Scott Cocchiere, we established a brand design strategy which demonstrated how to diversify Understood’s existing visual brand assets (colors, shapes, copy as design element while keeping accessibility in mind). Using intended audience and expression/mood as benchmarks, I created a visual structure to Understood's which simplified design decisions for the team and clarified future design implementation.

*Please see a more detailed breakdown of the guidelines here (Google slides deck).*

With the help of these guidelines, we were able to create distinct brand territories and launch concurrent multi-channel messaging while maintaining the brand's ethos in distinct but cohesive ways. One of these channels was the Wunder App, Understood's mobile hub. As a result of the launch campaign, the app surpassed download goals, coming it at over 17,000 downloads in the first week, at a 35% conversion rate. The app continues to hold at a 4.8/5 star rating since its launch. My role here included storyboarding, motion graphics design, banners, and consulting on animations placement in Figma files.

Concurrently, Understood launched its Take N.O.T.E. campaign (stands for Notice, Observe, Talk, and Engage) which aimed to increase awareness of symptoms (or distinguish from regular learning disruptions due to the pandemic). It rolled out over a 2-year period and saw consistent traffic flow towards the web-based resource hub. The creative approach focused on highlighting real experiences of parents and children in everyday life while mixing in expert advise. My role included logo design, storyboarding and motion graphics design, casting, and social media planning.

as result of this work, Understood helped reach audience during crucial moments in the thick of the lockdown period and amplified its role as a go-to resource during trying times for vulnerable children and adults. I am very proud of this work and hope to do similar complex projects in the future!

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Client: Understood.org
ECD: Scott Cocchiere
Art Director: Daria Erkina
Copywriter: William Novak
Project Manager: Niyati Shah