Aviva Curran Das
Stagwell
Digital Marketing Cloud
Role
UI Designer
Timeline
March-June 2023
Industry
Marketing, Data Visualization
Area of Focus
User Interface Design
& Interactivity, User Research, Accessibility, Data Analytics
& Visualization
The Wonderful World of
Data Visualization
During my work with Stagwell, I delved into the wonderful world of Data Visualization. Stagwell is a global marketing company backed by former Microsoft CEO, Steve Ballmer. They help companies develop their brand and visibility with their impeccable advertising skills.
One of the ways they help transform company's marketing strategies is by creating visually compelling UI for data visualization. Using my background in marketing and fine art, I used color theory to create new palettes, communicate stories, and expand on the company brand through different data charts and graphs.
Stagwell's Brand Book
Stagwell's UI brand book had all the guidelines for their branding and design constraints. From Text hierarchy to color palette, the brand book was comprised of Stagwell's formula to create concise design that could be successfully applied to a variety of brands.
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My task was to create new palettes and generate fresh ideas for how to spice up their data visualization and UI, while creating designs that were cohesive with Stagwell's branding, worked well with their design constraints, and accessible but ambitious!
Color Theory
One of my tasks was to create and deliver a presentation on how utilizing color theory enhances UI and data visualization. I went over the building blocks of color theory, and how even just simple basics can change a graph into an exciting visualization that tells the story of a brand.
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This project is intended to help companies who parter with Stagwell enhance and refine their marketing visuals. Below is a link to the presentation going over color theory and what to keep in mind when you are choosing a palatte for data visuals.
Design Systems
After covering the basics in my presentation, I created several design systems for Stagwell using my previous work in my presentation as a starting point, to add some new color palettes to their design systems both for Stagwell's own brand, and for their clients. I also created new components and design tokens for their data base.
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I developed an array of color pallets that could be applied to any data visualization, based on whatever narrative a marketing team was developing for their company and brand. This included creating a "Happy Palette", which is a palette that uses color to positively influence the users emotional interpretation of what they're viewing, and a "Nature Palette", which was a palette derived from a landscape photo utilized for data visualization to create naturally harmonious graphs.
