We had the distinct pleasure to interview award winning designer Ruiqi Sun about their original and creative Brand Identity design work. Ruiqi Sun is an award-winning communication designer, that makes our world a better place with their original brand identity works.
Ruiqi Sun ("RS") answered Design Interview ("DI") questions about their award-winning work New Visual Direction of Qwale Brand Identity. Interview questions prepared by Frank Scott.
RS : The main idea behind the design of the New Visual Direction of Qwale was to revolutionize fintech branding by focusing on intuitive UI/UX design for the Qwale app alongside a strategic logo redesign. Leveraging color psychology and symbolism, the design merges blue and purple hues for trust and clarity, while the Qwale bird logo symbolizes freedom and growth, embodying financial empowerment and a distinctive brand identity.
RS : The main focus in designing this work was to create a modern and user-centric brand identity for Qwale that resonates deeply with its target audience. My goal was to transform Qwale's image in the fintech industry, positioning it as a contemporary and trustworthy player. By integrating color psychology and conducting in-depth user research, I aimed to craft a logo and app design that not only looks visually appealing but also enhances usability and fosters engagement.
RS : My future plan for this award-winning design is to further refine and evolve the brand identity of Qwale to ensure its continued relevance and impact in the fintech market. This may involve iterative improvements based on user feedback, as well as exploring new avenues for brand expansion and innovation.
RS : The design process for this concept took about 6 weeks, from initial research and brainstorming to iterative design iterations based on feedback and testing.
RS : I chose to design this concept as part of a commissioned project to rebrand Qwale and enhance its visual identity. The design was driven by a desire to create a fresh and modern image for the brand while staying true to its mission of financial empowerment. Leveraging insights from user research and color psychology, I pursued an inspiration that would effectively communicate Qwale's values and resonate with its target audience.
RS : The design is currently being utilized by Qwale, and there are no plans to sell or lease the production rights, as Qwale intends to maintain exclusive ownership of the design to reinforce its brand consistency and market positioning. Moving forward, Qwale remains dedicated to leveraging this design to strengthen its relationship with customers and drive further growth within the fintech industry.
RS : I designed this creative asset to address the specific needs and objectives of Qwale's rebranding effort. By focusing on intuitive UI/UX design and strategic logo redesign, I aimed to create a distinctive and impactful brand identity that sets Qwale apart in the competitive fintech landscape.
RS : While I drew inspiration from various sources and designers in the industry, the design was primarily influenced by Qwale's unique mission and values, as well as insights gathered from user research and market analysis.
RS : The target customer for this design is individuals seeking credit builder loans and financial empowerment solutions. The design aims to resonate with this demographic by communicating trust, professionalism, and accessibility.
RS : What sets this design apart is its seamless integration of aesthetics and functionality, as well as its focus on user-centric principles. Additionally, the use of advanced color contrast techniques and grid alignment enhances its accessibility and readability.
RS : The name for this design, "New Visual Direction of Qwale," reflects its transformative nature and strategic approach to rebranding. It signifies Qwale's evolution towards a modern and user-centric visual identity that embodies its core values and mission.
RS : I used a combination of design tools, including Adobe Illustrator for logo creation, Figma for prototyping and user testing, and various color psychology resources for color selection.
RS : The most unique aspect of my design is its emphasis on user research and inclusivity. By incorporating insights from user interviews and accessibility standards, the design prioritizes the needs of its target users.
RS : I collaborated with stakeholders from Qwale, including marketing teams, developers, and executives, to ensure alignment with the brand's vision and objectives. Additionally, I worked closely with user experience specialists to optimize usability and accessibility.
RS : Technology plays a crucial role in this design, particularly in terms of scalability and adaptability across digital platforms. The use of scalable vector graphics (SVG) and responsive design principles ensures consistent brand representation across devices and screen sizes.
RS : Yes, my design was influenced by data and analytical research, particularly in the areas of color psychology and accessibility standards. I conducted extensive research to ensure that the design resonates with the target audience and meets their needs effectively.
RS : Some of the challenges I faced included balancing aesthetic preferences with functional requirements, particularly in terms of color choice and typography. This required extensive experimentation and iteration to find the right balance between a visually appealing design and one that meets the practical needs of the users. Additionally, ensuring accessibility compliance posed challenges that required careful attention to detail and iteration. I addressed this challenge by conducting thorough accessibility audits and incorporating accessible design principles into every stage of the design process. Collaborating closely with accessibility experts and conducting user testing with individuals with diverse needs also proved invaluable in ensuring that the final design was inclusive and user-friendly for all.
RS : I decided to submit my design to an international design competition with the aim of gaining recognition for my work on a global scale and showcasing the innovative approach I took in developing the Qwale brand identity. Beyond seeking validation for my efforts, participating in such competitions provides a unique opportunity to benchmark my design against industry standards and gain insights into emerging trends and best practices. Moreover, I recognize the value of networking with fellow designers and industry professionals, as well as the potential for exposure to diverse perspectives that can further enrich my creative process.
RS : During the designing of this work, I learned the importance of collaboration, iteration, and user-centric design principles. I also improved my skills in areas such as color psychology, accessibility compliance, and brand strategy, which have further enhanced my capabilities as a designer.
