Mango & Marigold Press

UX/UI design. Branding.

The Project

BACKGROUND

Mango & Marigold Press is a publishing house that specializes in telling stories of the South Asian experience. The company aims to promote diversity in books and encourage children to explore their own identities. Originally Bharat Babies, the client requested our team to aid in renaming the brand and to create a new visual identity that would reflect the company's growing vision. With the client's plans to expand into other categories such as young adult novels, they desired to broaden the focus of their branding while still maintaining a fun and youthful personality. Alongside branding, we were tasked with revamping the site's user experience and adding the new visual identity.

SETTING

Scout, Northeastern's student-led design studio. Sept 2019 - Dec 2019.

MY ROLE + TEAM

UX/UI designer. Worked with a team consisting of a project lead, one other designer, and two developers.

Deliverables

BRANDING

Our aim for the company's new branding was to create a new name, logo, color palette, and book branding. We also created a brand book to compile the various new elements of the brand designs for the company to refer to.

WEBSITE REDESIGN

Along with branding, we redesigned the company's existing website to improve the user experience and visual identity of the site.

Brand Identity

A NEW NAME

Our team collaborated with the client to create the brand's new name. We made word association charts to explore various options relating to topics such as South Asian customs and children's books. Ultimately, we decided on Mango & Marigold Press as the publishing house's new name to signify the brand's South Asian roots.

TYPEFACES

The primary typeface we selected for the logo and brand is Quicksand. This typeface is round and playful while still appearing modern. We selected Lato for the body text, as it is a legible and youthful typeface.

LOGO DESIGN

Here are the logos we designed for the brand. The logo variants featured are a one-color logo, primary logo, young adult logo, and secondary logo. The aim of the logo creation was to execute both youthful and elegant branding. The logo represents a butterfly, abstractly constructed from mango and petal shapes.

COLOR PALETTE

The color palette is bright and fresh, while containing a few deeper hues for the young adult branding. The yellows and oranges bring warmth to the branding, while the teals provide vibrance and contrast.

BOOK BRANDING

The book branding consists of a white tab that wraps to the spine of the book. This tab provides a background to highlight the logo and make it distinct from the cover illustration. The young adult branding features a circle beneath the logo on the spine of the book.

Website Redesign

A major task for this project was redesigning the user experience of the brand's website and incorporating the new brand identity. We explored improvements for the overall navigation through site mapping, and then further expanded on individual webpages with low fidelity wireframes.

HIGH FIDELITY WIREFRAMES

Below are a few of the high fidelity wireframes we created for the website redesign. We first simplified the header and footer navigation to create a more intuitive user experience. We also brainstormed and implemented customizable filters for the shop page. Our new color palette was used throughout the site's pages, and we explored adding eye-catching and delightfully designed components. Similar to the shapes used to create the brand's logo, we utilized blob shapes as a primary design element across the site. Rounded corners and buttons were used to enforce the playful and modern branding.

Brand Book

Lastly, we complied all brand guidelines into a book to ensure proper and consistent usage of elements. The brand book consists of logo usage, typefaces, design elements, and web components.