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The Institute of Mixed Methods Research (IMMR) is a global network of social scientists specializing in qualitative and mixed-methods inquiry. Organizations rely on IMMR to translate complex data into clear, actionable insight. To match that rigor with market presence, IMMR needed a consumer-facing identity that elevated perception and attracted prospective clients.
IMMR engaged me as a contract Art Director to define a cohesive visual identity spanning a comprehensive brand guide, a redesigned website, and a reusable design system. The goal was to codify the brand’s personality and visual language, then apply it consistently across digital touchpoints and future UI applications.
On the heels of the kickoff meeting with the IMMR team, where I gathered project requirements, I then drafted a high-level project brief that would ground stakeholders and guide the creative output; detailing the objectives, key takeaways and brand attributes.
With the visual identity established, I translated it into a comprehensive brand guide that defined personality, color values, typography, imagery, and logo usage. Designed in Figma, the guide not only documents IMMR’s core standards but also shares assets with the design system and website, ensuring consistency across all brand expressions.
Defining the traits that shape IMMR’s brand personality and documenting them as a foundation for all design decisions.
Using color coding and categorization to connect brand attributes directly to visual elements like type, imagery, and layout.
Outlining five practical ways the brand personality comes to life across touchpoints, from tone to interface.
Providing photography guidelines that demonstrate how authenticity and credibility should be captured visually.
With the brand attributes approved, I defined the value proposition and codified IMMR’s verbal and visual expression. The identity blends structured and expressive elements—using complementary contrasts in imagery, color, type, and graphics to create a cohesive system that underpins all future design, achieving “balance from incongruity.”
With the visual identity established, I translated it into a comprehensive brand guide that defined personality, color values, typography, imagery, and logo usage. Designed in Figma, the guide not only documents IMMR’s core standards but also shares assets with the design system and website, ensuring consistency across all brand expressions.
The redesigned website became the proving ground for the new identity, showing how the brand system extends across digital touchpoints. Every page reflects the balance of structured and unstructured elements—ensuring the site not only communicates IMMR’s expertise, but does so with clarity and cohesion.
