The Vera Project

Inclusivity, Creativity, and Passion

Designed a concept for The Vera Project's new visual language and landing page to enhance its brand and UX.

  • Duration: May — June 2016 (~ 4 weeks)
  • Role: Visual/UX Designer
The Vera Project final web design

The Vera Project is a non-profit that fosters creative culture for all ages, with a focus on young people.

Design Process

1. Research

Understanding The Vera Project was essential to define visual communication goals. To do so, I gathered keywords and used affinity analysis to narrow down and determine the main characteristics of the organization. I also evaluated the UX issues of the current website to further determine design goals.

Affinity analysis of The Vera Project's themes
Affinity analysis of The Vera Project's themes
Current issues of The Vera Project website
Issues of the current The Vera Project website

2. Ideate and Iterate

Based on the insights, I sketched out my ideas and moved onto higher fidelities as I iterated my design with critiques.

The Vera Project sketches
Out of all, I chose the logo sketches with the "V as in Victory" theme
The Vera Project shape iterations
The Vera Project logo shape iterations
The Vera Project logo color iterations
The Vera Project logo color iterations
The Vera Project sketch
selected website sketch
The Vera Project wireframes

The Final Branding

The Vera Project final logo
Final logo design

Inclusive, Creative, and Passionate

The shape of impossible triangle implies a continuous "V" shape which symbolizes community/inclusiveness. The "V" comes from not only the "V as in The Vera Project" but also the "V as in Victory," which I intend to illustrate The Vera Project's passion and driven energy.

The red, green, and blue colors used in the branding metaphorize that people with different skills come together to create something new. This symbolism is related to The Vera Project's creativity and inclusivity.

The Final Web Design

The Vera Project project cover
Final landing page design

Design for both first-time and returning web visitors

Compared to the original website, the new landing page reduces clutteredness, simplifies navigation, and makes easier to skim upcoming events. It allows first-time website visitors to learn about the organization's vision and mission. Its side calendar panel contains filters that allow people to view events based on their interests.


If I were to continue this project, I would iterate my landing page also through user testings. By observing how potential users interact with the design, I could measure and validate the effectiveness of the design. Testing criterias include 1) whether they can learn about The Vera Project just from the landing page, 2) if they could, how much they learned about the organization, and 3) whether they know how to browse upcoming events based on their interests.