previous-profile
next-profile

Danielle Provencher

The hat I wear is branding. Branding is not just a logo but the feeling and experience that a user feels when interacting with a business, product or concept. It gives a voice, identity and personality to an idea which is a very powerful strategy. Just as Apple communicates cleanliness and minimalism can good branding communicate wholesomeness for a local business which translates into not only profit but customer loyalty. Ultimately, branding is the authentic story of a given product or service, which can have powerful effects when combined with great design.

Vision House

Hats:

Branding

App Design

Problem-Solving

One of the greatest problems creatives face is lack of collaboration and oftentimes an isolated lifestyle. Vision House is a campaign that endorses a connected creative community over competition. The goal is to provide a digital platorm - an app - for creatives to connect, encourage one another and most importantly, collaborate on new projects together. A stronger knit creative community means a stronger and more vibrant culture and city. The ultimate aim is to break down barriers between creatives and create a greater sense of community.

Using a clean, simple and modern font for the logo, the brand communicates warmth, passion and friendliness. Note the hidden the word “US” in the logo to embrace the concept of community and collaboration. Warm and earthy colours keep the brand friendly yet grounded.

Inspired by athletic posters, a brand campaign endorses the strength of a collaborative community by portraying the essence of different creative trades and fields.

I carried the friendly yet grounded identity through to the app design and created a functional and clean design. The app has multiple features such as a feed that filters posts by other creatives looking for you, a connection-finder and a comprehensive community aspect. I wanted the app to be as simple yet thorough as possible.

There is a portal that lets the creative select their field or trade and choose who they are looking for in other fields. This allows for creatives to customize the fields that they would like to collaborate and conncet with.

Once the creative customizes their profile and signs up, they may use the social aspect, such as the messaging and connection feature. The main screen filters collaboration requests and offers, as well as provide the opportunity to view updates within the circle of your connections. There is also the opportunity to provide feedback and encouragement on the progress of other creative's project updates.

Vision House

One of the greatest problems creatives face is lack of collaboration and oftentimes an isolated lifestyle. Vision House is a campaign that endorses a connected creative community over competition. The goal is to provide a digital platorm - an app - for creatives to connect, encourage one another and most importantly, collaborate on new projects together. A stronger knit creative community means a stronger and more vibrant culture and city. The ultimate aim is to break down barriers between creatives and create a greater sense of community.

Volcano Brewing Co

Hats:

Illustration

Branding

Package design

Volcano Brewing Co is a pub and brewery in Tamarindo, Costa Rica, a popular surfing destination. The brewery attracts surfers, tourists and locals. The main challenge was to create an ethical package design that adheres to Costa Rica's commitment to sustainability. I created a minimalist and youthful brand identity that attracts surfers and tourists alike, encapsulating the vibrant surf culture.

The logo inherits the natural elements of Costa Rica while remaining modern and attractive to tourists and surfers. I wanted the bottle packaging to remain clean, simple and minimalist to juxtapose the illustrative style of the package design.

The core packaging was created out of recyclable cardboard and the printing was created with recyclable-friendly inks. I used vibrant colours to represent each type of beer and creating youthful, engaging illustrations based off of Costa Rican textiles for the side of the package.

A notable cloud illustration is used on the top cap as a nod to the main logo's design.

Volcano Brewing Co

Volcano Brewing Co is a pub and brewery in Tamarindo, Costa Rica, a popular surfing destination. The brewery attracts surfers, tourists and locals. The main challenge was to create an ethical package design that adheres to Costa Rica's commitment to sustainability. I created a minimalist and youthful brand identity that attracts surfers and tourists alike, encapsulating the vibrant surf culture.

International Year of Gender Equality Stamps

Hats:

Photography

Communication

Print Design

When we think about gender even further, it is a very complicated topic. Gender is freedom. It is non-binary, it is fluid, it is non-discriminatory. As gender is such a grey area, and it is definitely not black and white – it was very challenging taking on a large concept.

What transcends gender, however? Our qualities, characteristics and attributes as people. This is what truly makes us equal – the idea that we have our own unique characteristics that make us human. I believe the concept that beyond gender, we all have unique qualities that transcend barriers.

For International Year of Gender Equality, I created an all-inclusive stamp design. The main goals were to encapsulate themes of inclusivity, belonging and care for people of all genders and backgrounds through an artistic and conceptual approach. For each stamp, I photographed people ranging in identities, from bisexual, genderqueer to transgender. I carefully interviewed and spent time getting to know each person and collaborated on the final display of collage elements. The elements within the head display the aspects that make up that person’s unique identity: their personality traits, personal characteristics as well as elements that make up their gender identity.

Throughout the creative and interview process, I respectfully learnt a lot about gender identity and fluidity, as well as what this means to each person. I wore the 'resilience' hat often because the creative process was quite challenging to be able to respectfully represent each person and their gender identity. I also wore the photography, illustration and ultimately the branding hat often. Good branding and an overall finished product meant that I had to diligently craft a visual that fit to each person's identity and ultimate vision of their final collage.

Someone who touched me very personally throughout the project was Danica Rain (a well-known Canadian transgender advocate) who I had the fortunate opportunity of interviewing, getting to know on a personal level and ultimately using for the main cover of the project. She told many touching stories about her struggles through adolescence and her amazing international feats to fight for gender equality. It was awe-inspiring.

For the final package, I included a poem I wrote that struck me halfway through the project. It represents the the tenacity, utter strength and beauty and strength of these people I have had the chance to get to know:

we are the vulnerable,
we are the brave,
we are the battered,
but beautiful.


we are the masters
of our own flight,
we are everything
and anything, just like you

I also created a postmark and first day letter that encapsulates the theme of the project. The tagline, "Free your mind, to beauty inside" overarches the core theme that it is our innermost qualities that make us equal.

A branded event attracts both students and intellectuals, called Efflorescence. It would be a nod and tribute to gender equality across all spectrums and a innermost look at the lives of different people, as well as a glance at their stories and struggles.

The ad campaign would largely scale across billboards and bus shelters to attract student and intellectuals in metropolitan areas to the event.

The event would be held at a museum. I also had to wear the 'adaptability' hat to be able to brand from a small stamp to a large-scale event. It was a rewarding challenge.

International Year of Gender Equality Stamps

Gender equality is an issue that still remains relevant today. Approximately only 74% of the population still agree that homosexuality and gender expression should be permitted and women continue to make 75% of what men make. In 2015, on a global scale there were only 21 female head of states in the entire world and every minute, 28 girls are married off involuntarily. My goal was to create an all-inclusive stamp design that represents people across different spectrums.

More Portfolios