MEE!
MEE!
Redesigning MEE!’s brand logo to signify Gen-Z’s culture of embracing imperfections and engaging with the idea of the “true me”.
Redesigning MEE!’s brand logo to signify Gen-Z’s culture of embracing imperfections and engaging with the idea of the “true me”.
MEE! is a brand-empowering toolkit for Gen-Z to engage with the idea of the “true me” by sparking meaningful conversations both online and offline. I was able to design a brand logo and ideate social media campaigns.
MEE! is a brand-empowering toolkit for Gen-Z to engage with the idea of the “true me” by sparking meaningful conversations both online and offline. I was able to design a brand logo and ideate social media campaigns.
MY ROLE
Brand Development
Logo Design
Typography & Layout
Social Media Design
AGENCY
Blue Egg Strategy
Freelance Graphic Designer
TOOLS
Photoshop
Illustrator
TIMELINE
6 weeks
BRAND OVERVIEW
BRAND OVERVIEW
Gen Z was born into the ever-changing age of the Internet where a culture of perfection has formed. At every corner of the internet, you will find an ad, a trend, or an influencer telling you what you’re supposed to be and how to erase the flaws that social media finds “untrendy”.
This pressure to continually transform yourself into the Internet’s ever-changing idea of perfection has culminated in 42% of the generation being diagnosed with a mental health condition.
While there are many campaigns to address the mental health issues that stem from this culture, there hasn’t been an outlet for that expression that understands and is true to the Gen Z experience. Building a playful and dynamic brand narrative for MEE! reveals a more responsive take on the conversation surrounding mental health.
Gen Z was born into the ever-changing age of the Internet where a culture of perfection has formed. At every corner of the internet, you will find an ad, a trend, or an influencer telling you what you’re supposed to be and how to erase the flaws that social media finds “untrendy”.
This pressure to continually transform yourself into the Internet’s ever-changing idea of perfection has culminated in 42% of the generation being diagnosed with a mental health condition.
While there are many campaigns to address the mental health issues that stem from this culture, there hasn’t been an outlet for that expression that understands and is true to the Gen Z experience. Building a playful and dynamic brand narrative for MEE! reveals a more responsive take on the conversation surrounding mental health.
BRAND MISSION
BRAND MISSION
Pushing a culture of imperfection and viewing flaws, faults, and weaknesses as a part of what makes you you.
Pushing a culture of imperfection and viewing flaws, faults, and weaknesses as a part of what makes you you.
BRAND GUIDELINE
BRAND GUIDELINE
Provided Assets
Provided Assets
Before ideating on the logo, I saw and visualized the MEE! brand identity to get a sense of how the logo can give a playful and dynamic impression to the audience.
Before ideating on the logo, I saw and visualized the MEE! brand identity to get a sense of how the logo can give a playful and dynamic impression to the audience.
DESIGN EXPLORATION
DESIGN EXPLORATION
Logo Exploration
Logo Exploration
I iterated various logos by exploring typefaces, shapes, and integrating the provided illustrations into the logo. Through this process, I saw which logos worked and which didn't work.
I iterated various logos by exploring typefaces, shapes, and integrating the provided illustrations into the logo. Through this process, I saw which logos worked and which didn't work.
DESIGN ITERATION
DESIGN ITERATION
Logo Iteration
Logo Iteration
After my first round of logo iteration, I decided to move forward with one of the designs and refined the logo by adjusting the weight of the stroke to make sure the shape of the 'M' has the same stroke as the 'E' when it is rotated.
After my first round of logo iteration, I decided to move forward with one of the designs and refined the logo by adjusting the weight of the stroke to make sure the shape of the 'M' has the same stroke as the 'E' when it is rotated.
SOLUTION
SOLUTION
Final Logo
Final Logo
After adjusting the stroke and weight of the logo, I finalized the condensed version of the logo and refined it to its perfection.
After adjusting the stroke and weight of the logo, I finalized the condensed version of the logo and refined it to its perfection.
SOCIAL MEDIA DESIGN
SOCIAL MEDIA DESIGN
MEE! Campaign
MEE! Campaign
To help define the brand's identity, I created social media designs by applying the brand's shape, color, and illustration. I gathered portrait images to celebrate the culture of imperfection through each Gen Z individual.
To help define the brand's identity, I created social media designs by applying the brand's shape, color, and illustration. I gathered portrait images to celebrate the culture of imperfection through each Gen Z individual.
