Vergie Charlery
"Providing a platform for healing."
How do you capture a lifetime of military experience and counseling?L this was that challenge facing our team as we helped Vergie Charlery begin her transition from military life to the private sector.
Category
Branding
Photography
Website Design
Print Design
Industry
Counselling
Team
Graphic Designer
Project Manager & Photographer
Marketing Coordinator
Graphic Designer
The Challenge
We met with Vergie Charlery at a pivotal moment of her life, as she prepared to retire from the Canadian Armed Forces. As a clinical social worker with a specialization in mental health within the armed forces, Vergie was looking to prepare to open her own private clinic, focused on trauma counselling, with a specialization in racial trauma. We aimed to equip Vergie with a strong visual identity, a comprehensive branding guide, engaging website design and photography.
The Solution
We launched Vergie's website with the final brand design in April 2024, followed by delivering custom-designed e-books in July 2024.
The Process
The whole process starts with brand development and design, as the decisions made impact all downstream marketing and design decisions. We had several meetings with Vergie at the beginning of the process to help us understand her why, her values, and her dreams, and to help us get a handle on how these can be expressed visually. Caroline developed a wide selection of logo concepts from these initial conversations after in-depth research and mood boarding. After narrowing down the logo concept we explored colour schemes, shapes and typography options, and refined the logo design. All of this culminated in the final logo, based on Vergie’s signature, and a comprehensive brand style guide.
While the branding process was underway, we coordinated with Vergie for a photoshoot, to capture the images we needed for the website, as well as for her professional use. Daniel and Caroline collaborated together to establish the style of the photography and did the shoot at the Centre for Behavioural Studies on St. Lawrence College Campus. Daniel edited the photos and narrowed the selection down with Vergie into the final photos.
With the branding complete, we turned our focus to designing Vergie's new website. After understanding the objectives the website must be able to fulfil, we started designing the sitemap and wireframes to establish the information architecture. With these in place, we started the design process, building out a prototype of the website in Wix. Once the prototype was built, we identified the need to connect the site with the Jane App, a leading clinical software for private practices. We helped Vergie set up the Jane App, included her branding into her account, and connected the booking portal with her website.
During the final stages of website development, Vergie requested that we design e-books, providing her with valuable content to share with her audience.
Company Assets
The company's assets serve as an impressive showcase, seamlessly integrating the identity system across diverse media platforms and collateral materials. With remarkable consistency and visual coherence, each asset reflects the brand's unique identity, leaving a lasting impression on the target audience. From captivating digital presentations to print materials like brochures and business cards, the identity system adapts flawlessly, reinforcing brand recognition and establishing a strong market presence.
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