CASE STUDY:
Identity Development
PROJECT/
Unity Wellness Group
CASE STUDY #10
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com

IDENTITY DEVELOPMENT CASE STUDY
There’s something about bringing life to an idea that energizes me.
I take on projects that will be both creatively challenging as well as
meaningful to my client. Assignments are kept to a minimum so
there is a focus on developing on great work that drives business.
Unity Wellness was a start up with a big vision and an aggressive growth
plan. This case study presents a series of creative presentations that
launched Unity into a crowded marketplace and positioned them as a
credible consultancy within their Fortune 500 target.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG2

PrESENTATION 1
IDENTITY DEVELOPMENT
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG3

If, in the business of communications, “image is king,”
the essence of this image, the logo, is a jewel in its crown.
- Paul rand
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG

ThE ASSIgNMENT
Background
Due to declining health of workforce and rising healthcare costs,
wellness initiatives are top on the list for many CEOs of fortune
five hundred companies.
Positioning
To CEOs of Fortune 500 companies and hr management, Unity is the brand
of Wellness Teams that enables companies to create a work culture that’s
healthy, happy, harmonious and productive while meeting specific rOI goals.
The reason is Unity’s ability to unite specific industry talent so that it can
design deep customized programs to treat specific needs.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG5

COMPETITIVE LANDSCAPE
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG

ThE ASSIgNMENT
Unity Brand Promise
Enhance the health and vitality of your company by
enhancing the health, vitality and happiness of your employees.
Identity Objective
Develop a simple, modern and yet timeless mark for Unity Wellness
that conveys trust, professionalism and harmony.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG

CUrrENT PhASE OF DESIgN PrOCESS
DEFINE DISCOVEr DESIgN DELIVEr
• Business Objectives • Research • Identity Architecture • Create Production Ready Assets
• Communication Objectives • Competitive Audits • Icon Development • Package & Deliver Assets
• Design Objectives • Conceptual Explorations • Brand Applications
• Internal and External Dynamics • Typographic Explorations
• Present and Approval of • Color Palette Explorations
Strategy Brief and Estimate
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG8

VISUAL PErSONALITY SPECTrUM
COMPLEX SIMPLE
IDENTITIES IDENTITIES
UNITY DIRECTION
INTErPrETIVE + EXPrESSIVE LITErAL + grAPhIC
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG

COLOr DIrECTION
PMS 273 PMS 300 382
PMS PMS 374
Color strategy must support brand personality of:
Trustworthy, Professional and Harmonious
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG10

OThEr DESIgN CONSIDErATIONS
• Explore Team versus group in brand name
• Consider blues and greens in color palettes
• Additional Brand Character Traits:
Uplifting
Reviving
Dimensional
Grounded In Knowledge
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG11

INITIAL CONCEPTS
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG12

DrAFT EXPLOrATIONS FOr DISCUSSION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG13

DIrECTION 1: SYMMETrY
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG1

CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG15

Name A. Namehere
BrANDINg APPLICATIONS name@unitywellness.com
312.345.8907
www.unitywellness.com
BUSINESS CArD
WELLNESS
PROGRAMS
FOR THE
ENLIGHTENED
BUSINESS
BrOChUrE
WEBSITE COVEr
3.875 X 9”
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG1

DIrECTION 2: ThrIVE
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG1

Related Thinking
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG18

BrANDINg APPLICATIONS
Name A. Namehere name@unitywellness.com
312.345.8907
www.unitywellness.com
BUSINESS CArD
WELLNESS
PROGRAMS
FOR THE
ENLIGHTENED
BUSINESS
BrOChUrE
WEBSITE COVEr
3.875 X 9”
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG1

DIrECTION 3: ENErgY
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG20

Related Thinking
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG21

BrANDINg APPLICATIONS
Name A. Namehere
name@unitywellness.com
312.345.8907
www.unitywellness.com
BUSINESS CArD
WELLNESS
PROGRAMS
FOR THE
ENLIGHTENED
BUSINESS
BrOChUrE
WEBSITE COVEr
3.875 X 9”
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG22

CONCEPT rEVIEW
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG23

PrESENTATION 2
IDENTITY EXPLOrATION
CrEATIVE DIrECTION:
DEVELOP CONCEPTS 1 & 2
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG2

ThE ASSIgNMENT
Thrive Logo Symmetry Logo
Advancements Advancements
- Variations on full name in logo - Variations on full name in logo
- Explore blue in logo - Explore black and white
- Integrate tagline - Integrate tagline
- Design business card - Design business card
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG25

FULL LOgO EXPLOrATION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG2

FULL LOgO + COLOr EXPLOrATION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG2

ADDITIONAL COLOr EXPLOrATION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG28

TAgLINE PLACEMENT
Wellness programs for the enlightened business. Wellness programs for the enlightened business.
Wellness programs for the enlightened business. Wellness programs for the enlightened business.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG2

BUSINESS CArD CONCEPTS
Wellness programs for the enlightened business. Wellness programs for the enlightened business.
Wellness programs for the enlightened business. Wellness programs for the enlightened business.
FRONT FRONT
Kristin Deyle www.unitywellness.com
kristindeyle@unitywellness.com
c: 312.35.80
Wellness f: 312.35.80the enlightened business.
programs for Wellness programs for the enlightened business.
Wellness programs for the enlightened business. Wellness programs for the enlightened business. Any Street • Chicago, IL 010
1235
Wellness programs for the enlightened business. Wellness programs for the enlightened business.
Kristin Deyle • Title Here Wellness
name@unitywellness.com programs
c: 312.35.80
for the
f: 312.35.80 1235 Any Street enlightened
www.unitywellness.com Chicago, IL 010 business.
Wellness programs for the enlightened business. Wellness programs for the enlightened business.
BACK BACK
www.unitywellness.com
www.unitywellness.com
2“ 2“
3.5“ 3.5“
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG30

FULL LOgO EXPLOrATION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG31

grEYSCALE LOgO VErSION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG32

TAgLINE PLACEMENT
Wellness programs for the enlightened business.
Wellness programs for the enlightened business.
Wellness programs for the enlightened business.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG33

BUSINESS CArD CONCEPTS
Wellness programs for the enlightened business.
Wellness programs for the enlightened business.
FRONT FRONT
Wellness Kristin Deyle
programs Title Here
for the kristindeyle@unitywellness.com
enlightened
business.
Wellness programs for the enlightened business.
Kristin Deyle www.unitywellness.com
name@unitywellness.com c: 312.35.80
f: 312.35.80
c: 312.35.80 1235 Any Street / Chicago,
f: 312.35.80 Wellness programs for IL 010
1235 Any Street / Chicago, IL 010 the enlightened business. www.unitywellness.com
BACK BACK
www.unitywellness.com www.unitywellness.com
2“ 2“
3.5“ 3.5“
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG3

rECOMMENDATIONS Wellness programs for the enlightened business.
Wellness programs for the enlightened business.
Wellness programs for the enlightened business.
Wellness programs enlightened business.
Wellness programs for the
for the enlightened business.
Wellness programs for the enlightened business.
Wellness Kristin Deyle www.unitywellness.com
programs kristindeyle@unitywellness.com
for the c: 312.35.80
enlightened Wellness f: 312.35.80the enlightened business.
programs for Wellness programs for the enlightened busi
business. 1235 Any Street • Chicago, IL 010
Wellness programs for the enlightened business.
Kristin Deyle www.unitywellness.com Wellness
name@unitywellness.com programs
c: 312.35.80
for the
f: 312.35.80 enlightened
1235 Any Street / Chicago, IL 010 business.
Wellness programs for the enlightened business. Wellness programs for the enlightened bu
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG35

PrESENTATION 3
IDENTITY rEgISTrATION + PrODUCTION
CrEATIVE DIrECTION:
FINALIZE ThrIVE/hOLISTIC CONCEPT
UPDATE IDENTITY WITh TrADEMArk rEgISTrATION
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG3

PrODUCTION rEADY LOgO
COLOR SPECIFICATIONS
PMS382
c29/m0/y100/k0 c0/m0/y0/k75
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG3

BUSINESS CArD DESIgNS
FRONT - A FRONT - B
Kristin Deyle www.unitywellnessgroup.com
Founder/Program Director
kristin.deyle@unitywellnessgroup.com
mobile: 773.991.1106 • vm: 708.354.0133
10 S. Spring Avenue • LaGrange, IL 0525
Wellness programs for the enlightened business.
www.unitywellnessgroup.com
Wellness programs for Kristin Deyle • Founder/Program Director
the enlightened business. kristin.deyle@unitywellnessgroup.com
mobile: 773.991.1106 • vm: 708.354.0133
10 S. Spring Avenue • LaGrange, IL 0525
BACK - A BACK - B BACK - B - OPTION
• Stress assessment & reduction seminars • Stress assessment & reduction seminars
• Mindful based meditation courses • Mindful based meditation courses
• Customized yoga and meditation programs • Customized yoga and meditation programs
• On-site yoga and meditation classes • On-site yoga and meditation classes
www.unitywellnessgroup.com
• Stress assessment • Customized yoga and
& reduction seminars meditation programs
• Mindful based • On-site yoga and www.unitywellnessgroup.com www.unitywellnessgroup.com
meditation courses meditation classes
2“ 2“ 2“
3.5“ 3.5“ 3.5“
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG38

PrESENTATION 4
ASSET MANAgEMENT
CrEATIVE DIrECTION:
VErSION OFF AND OrgANIZE ASSETS
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG3

ASSET CrEATION & DIrECTOrIES
Asset DIReCtORY // UpDAteD 12.12.08 Asset DIReCtORY // UpDAteD 12.12.08 Asset DIReCtORY // UpDAteD 12.12.08 Asset DIReCtORY // UpDAteD 12.12.08
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Color Space: rgb (screen) Color Space: rgb (screen) Color Space: rgb (screen)
File Name:
Contact_Only_Bug_Greyscale_small.jpg
Color Space: rgb (screen)
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Color Space: PMS + k (2 color) Color Space: PMS + k (2 color) Color Space: k (1 color) Color Space: k (1 color)
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Color Space: k (1 color) Color Space: k (1 color) Color Space: k (1 color)
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Color Space: k (1 color) Color Space: k (1 color) Color Space: k (1 color)
UTY8004_AssetDir_121208.indd 1 12/12/08 11:03:09 PM UTY8004_AssetDir_121208.indd 2 12/12/08 11:03:13 PM UTY8004_AssetDir_121208.indd 3 12/12/08 11:03:14 PM UTY8004_AssetDir_121208.indd 4 12/12/08 11:03:16 PM
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG0

PrESENTATION 5
FINALIZATION OF STATIONErY DESIgN
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG1

LETTErhEAD & ENVELOPE DESIgNS
10 S. Spring Avenue
LaGrange, IL 0525
708.354.0133
www.unitywellnessgroup.com
1234 Any Street 1044 S. Spring Avenue
LaGrange, IL 60525
Any Town, ST 65432
Dear Sample A. Sample,
Lorem ipsum dolor sit amet, consectetuer adipiscing elit sed diam nonummy nibh euismod tinc-
idunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud
exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel
eum iriure dolor in hendrerit in vulputate velit esse molestie consequat vel illum dolore eu feugiat
nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi.
Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim
placerat facer possim assum. Typinon habent claritatem insitam; est usus legentis in iis qui facit
eorum claritatem. Investigationes demonstraverunt lectores legere me lius quodlegunt saepius.
Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum
est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas
humanitatis per seacula quarta decima et quinta decima. Eodem modo typi qui nunc nobis videntur
parum clari, fiant sollemnes in futurum.
Sincerely,
Signature
Name and Title
Wellness programs for the enlightened business.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG2

COMPLETE IDENTITY
10 S. Spring Avenue
LaGrange, IL 0525
708.354.0133
www.unitywellnessgroup.com
1044 S. Spring Avenue
LaGrange, IL 60525
Wellness programs for the enlightened business.
CLIENT PROJECT DATE
Patrick Smith // Art Direction + Graphic Design // 312.852.0223 // smithdidit@me.com Unity Wellness Identity Development 2008 PG3

If your brand is in need of a visual identity,
a complete visual overhaul or a something
in between let’s talk about how I can help.
Patrick Smith // Art Direction + Design
312.852.0223
smithdidit @ me.com