Theia is an organization that promotes female entrepreneurship in the healthcare industry. It was founded by three women who observed the lack of resources and opportunities for women to develop their own innovations and companies within the healthcare sector.
In Theia, I work as a graphic and web designer alongside another designer (Sabrina Tian). Together, we have developed the visual identity, website, and associated graphics.
The logo was the first step that we took in shaping Theia’s visual identity. Given that the company is still in its early phases, we wanted the logo to be both legible and capable of showcasing Theia’s mission. Theia’s mission is best exemplified by its name, which is taken after the Greek Titan goddess of sight (the mother of the sun, moon, and dawn). Similar to this goddess, Theia as a company aims to shed light on rising female entrepreneurs and provide them with the sight and resources necessary to succeed in the healthcare industry.
So we have the inspiration! Now what? Our goal now was to concisely convey the meaning of Theia and set the “mood” for the company through the logo. To show how we achieved this, let’s take a look at the breakdown of the logo.
At the core of the logo, we wanted a strong visual representation of Theia’s mission. We came up with a few keywords to narrow down what this symbol should convey: sight, light, nurturing, and growth. We incorporated all three of these elements through the abstract shape shown above. Depending on how you look at it, this shape can take on many different forms. From one angle, it can appear as an eye--a nod to the word “sight.” Within that eye is a crescent shape, symbolizing the moon, which is one of the only sources of light at night. From another angle, the shape can appear as a blooming flower. This simultaneously conveys the ideas of growth and nurturing, emphasized by the cradling gesture of the bottom curve.
Each of these forms may not be explicit to every viewer, which is intentional. Although we wanted to infuse symbolism into the logo, we didn’t want the symbol to be overly literal. Instead, by combining the suggestions of these forms into one shape, we developed an abstract representation of all of these ideas. It is not literal; instead, it evokes the feelings associated with Theia’s mission.
Since we placed so much focus on the logo’s main symbol, we picked a font that would be able to hold down the complexity of the symbol without being overly intrusive. This meant sticking to a simple, clean, and bold font: Gibson Bold. Since this font is pretty thick, we kerned out the letters a bit to ensure legibility and give the text a little breathing room.
We tied together the symbol and the font with a box. Given that the font was so geometric and the logo was so curved, we wanted an element that would unify these two competing elements. The box achieved this by providing a sense of structure and stability.
And now, the finishing touch: color! Theia is a bold organization that acts as a light source towards young female entrepreneurs. We felt that the color scheme should reflect this. Thus, we chose a color scheme of blue, purple, and yellow. Not only are these colors bold, but they also reflect the idea of nighttime and moonlight.
Theia wanted a website that could provide: (1) visible links to their social media, (2) access to curated resources, and (3) information on their podcast. So how did we go about doing this?
From the conception of Theia, it was clear that the organization would revolve around community. This meant that most of the action would be taking place on social media such as Instagram and LinkedIn. Thus, Theia’s main concern was making these platforms easily accessible.
We used the website as a method to connect users to these platforms. This is best exemplified on the home page, which advertises and links to Theia’s social media. The page also contains a contact page through which users can sign up to join Theia’s LinkedIn group--their main community hub. All of these elements combined encourage the user to further involve themselves in Theia’s community.
Another one of Theia’s goals was to use the website as a resource for female entrepreneurs. The organization wanted to collect an assortment of resources and guides to help clarify the process of creating a company within the healthcare industry. This led to the creation of the Your Path page--a page that provides the distinct steps and resources needed to start a company.
Since this page will likely be in development for a long period of time, we wanted to create a structure that is both easy to read and easy to update. Thus, we utilized an accordion to organize each of the steps and their descriptions/links. This makes it easy for users to navigate to whichever step they would like without having to scroll through an entire page of links.
Theia’s final goal was to have a page dedicated to their podcast. Since the podcast is relatively new and unknown, our objective with this page was to provide the user with general information on each episode. Thus, we designed various covers that include the title, names, and faces associated with each podcast. As the user hovers over each cover, they have access to a short description on what each podcast is about.
Since this cover is used on podcast streaming platforms such as Google Play and Spotify, we wanted to create a cover that was (1) representative of Theia’s mission, (2) visually striking, and (3) legible on a small screen.
Theia’s mission is represented through the cover’s main graphic: three women (representing a doctor, scientist, and businesswoman) standing in a spotlight. This image illustrates how Theia aims to amplify the voices of female entrepreneurs.
We made the cover visually striking through the use of color. In order to make the graphic pop, we only used two contrasting colors. This use of colors enhances the effect of the spotlight.
Since this cover is most often going to be viewed on a phone, we needed to make sure that the text and graphics would be legible at a small size. We accomplished this through three methods. First of all, we made the text large enough to see from a distance. This is also aided by the simple nature of the font itself (Gibson SemiBold). Secondly, as mentioned earlier, we limited our use of colors to blue and yellow. Finally, we ensured that the graphic itself was simple and not overly detailed.
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