Project: VisualACA logo and website

Demonstrating simplicity for a complex process

Logo and website for a software product that simplifies how an industry submits reports for government requirements

Challenge

The health care industry is required to submit complex worker reports on a regular basis. Data is tracked differently than employers are used to and can be overwhelming. VisualACA automates tracking and makes filing easier.

Goals

  • Graphically tie VisualACA to data-tracking
  • Give an impression that it’s easy to use
  • Have a separate look from the main company software but still coordinate well

Results

  • Logo symbol relates to 2 different types of graphs
  • Simple logo; website that is clean, and focused
  • 3 dots on the graph relate to Attendance on Demand; logo colors are the same

The basic plan

Logos can be used in expected ways, especially software logos, so I have alternates and app icons from the beginning. Setting up a visual style guide helps guide creating other pieces. This project had a quick timeline with overlap on the items, so it was nice to work with this team that was clear on objectives and articulate with feedback.

Logo

First I created quick digital sketches in black and white to get the design direction. Logos should be strong using just 1 color, so the design is finalized before adding the company colors.

A series of sketches in color and black/white
Early digital sketches exploring charting and time elements.
final logos in various formations
Final logo. The default logo includes the tagline. Alternates and icons are also provided.
screen shot of a style guide page on frontify
Style guide with typefaces, colors, how to use the logo, and even grid samples for future pieces.

Website

The website needed to be simple, clean, and be easy to update. I suggested using a card design for quick facts and an interesting grid to set the site apart from similar designs. Budget and timeline didn’t allow for custom photos so we opted to alter stock photos. Little bits of an italicized serif font adds some sparkle.

Home page with navigation, large text, and image bars separating sections
Part of the homepage for the visualaca.com website. It features a lot of whitespace and text in easily readable chunks.
4 boxes for each of the site topics, with an icon, the topic name, a brief description, and button to view the full post
Content cards focus on a single topic. Each card has an icon, title, intro text, and a button to learn more.
Topic webpage with graphic bar, text, and images
Topic pages continue the theme of white space and chunked text.
single resource page screenshot
Resources have teaser text with a link to download. The sidebar has navigation for all the resources.

Keeping it simple

The site is in WordPress with a custom theme. Admins can easily update or add content because custom content boxes keep pages standardized.

Client History

Attendance on Demand has been a client for more than 10 years, so when VisualACA was launched I worked closely with the team to make sure the look is appropriate for the product and works within the corporate brand standards.