MEDI-CAMSS
Summer 2023 | Microsoft Office, Adobe Illustrator, Photoshop
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What is this project?
For my project with MEDI-CAMSS, an extension of CAMSS Shelters, I was tasked with developing a brand identity that would serve as a source of hope and symbolize efficient medical help. Similar to my work with PORTA-CAMSS, the goal was to create a logo and visual identity that conveyed strength, superior engineering, quality, and efficiency while maintaining subtle references to the medical field. Given that the product was designed to provide medical aid through portable shelters, the logo needed to symbolize resilience and reliability, all while inspiring confidence in its life-saving capabilities. This identity was also meant to appeal to institutions like hospitals, government agencies, and emergency relief organizations.
How did I prepare?
To prepare for this project, I began by researching the medical field and healthcare symbols to understand the visual language commonly used in this sector. I also reviewed branding in the modular building and emergency shelter markets to ensure that MEDI-CAMSS would stand out from its competitors. Additionally, I conducted interviews with the CAMSS Shelters leadership team to gain insight into the company's vision for MEDI-CAMSS and their core values. This research phase helped me identify key visual elements that would align with the brand's goals of providing hope, efficiency, and a sense of security, while also ensuring that the logo felt fresh and unique in its category.
How did I put my plan into action?
The design process for MEDI-CAMSS involved creating multiple concepts that would visually embody the qualities of strength, efficiency, and medical care. I experimented with abstract symbols that could subtly evoke medical imagery without being too literal, such as the use of clean lines and shapes reminiscent of a medical cross or a first-aid kit, but without direct use of such symbols. After presenting these concepts to the client, the feedback centered around creating a logo that felt modern and professional, while still communicating the emergency response aspect. I refined the design, incorporating geometric shapes and strong, bold lines to convey the brand's durability and strength. The final design successfully balanced the need for medical symbolism with the emphasis on engineering and efficiency, ensuring that it was immediately recognizable as a trustworthy, high-quality product.
What were my results and lessons?
The results of this project were highly successful, with the CEO of CAMSS Shelters expressing satisfaction with the final design. The logo’s ability to evoke a sense of hope and trust, while subtly referencing the medical field, made it a perfect fit for the brand's mission. One of the challenges during the design process was ensuring that the logo remained simple and impactful while conveying the desired qualities of the brand. I had to find a way to balance clean, modern aesthetics with visual cues of strength and medical assistance, without overcomplicating the design. Through this project, I learned the importance of refining symbols to be both symbolic and versatile, ensuring the brand would translate well across various mediums and applications. This experience strengthened my design problem-solving skills and reinforced the value of balancing client needs with creative vision to produce a powerful and meaningful brand identity.