Devika is an experienced user researcher who Deepak worked with on and off over the last 10-12 years. In April 2023, she approached us to see if we’d be interested in crafting a brand identity and a website for a user research conference she was planning.
To summarise the brief from Devika, the Indian research community was reeling from recent layoffs. Everyone felt a sense of uncertainty. This felt like the right time for researchers to come together as a community. To reflect, take a step back, learn, or unlearn to move forward as a discipline in a new and energised way.
Branding the event
Time was of the essence. The 3-day virtual conference was slated to go live in the first week of May 2023.
We got to work promptly. Deepak approached the project in an agile manner but consciously avoided shortcuts. Out of a bunch of naming options we recommended, Devika’s group picked RoohSearch as the name for the conference.
“Rooh” is the Urdu word for soul. Combined with “search” it forms the made-up word – RoohSearch, meaning soul-search that alludes to the stated goal of the conference which is reflection and soul-searching. What’s more, it phonetically resonates with “research”.
Lifting the spirits with a cheery logo mark and fun colours
Next, the visual system needed to create a sense of excitement and anticipation, bring about a sense of cheer.
The three options we further developed…
..and finally the chosen option in action!
Ultimately, a few kind words for Stoodio Iterati
Brand strategy, design direction, illustrations & copy: