Alexander André
Content Creator / Marketing Manager
SEER_Logo_Website_Icon-2.jpg

SEER Institute Brand Development

Brand development for the SEER Institute; UW–Madison research-based change consultants.

SEER Institute Brand Development

 
An image of the SEER website. Link is in the text below.

SEER Institute

The SEER Institute is a grant funded research entity at UW–Madison that helps develop professional teams, manage organizational change, and assist organizations in advancing their short- and long-term change goals. You can learn more about SEER at theseerinstitute.org

A collection of marketing materials (mission, vision statements, SWOT analysis, logo iterations) for the SEER Institute
SEER Institute branded business cards, process wheel and final logo.

I led the SEER team through a brand identity and visual presence development process. Through my process we identified a butterfly as being a powerful symbol of adaptive, positive change and experimented with ways to represent that icon in a sleek, modern style. We adopted a similar style to represent their process cycle, inspired by tangrams. We went through many color iterations and landed on a calming palette of cooler colors, punctuated by a salmon pink.

SEER color palette and a paper origami butterfly with the SEER butterfly logo printed on top. The origami also includes the SEER logo, UW crest, and a QR code to their website.

As a start-up, SEER did not have a large budget for advertising, so I developed this unique origami card that could be used as decoration on a vendor table or a memorable takeaway.

This animated logo will serve as a closer in future branded video content.