Katrina Keane
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Branding Ugandan Law Society
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The Ugandan Law Society ensures that all Ugandan citizens have access to a competent, and independent legal profession. The branding project promotes a sense of humanity, justice, equality and respect. 

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Collaborators

Aster Ruzindana: Manger at Seven marketing agency and The Ugandan Law Society Council. 

CONTEXT & objective

Many poor families have limited access to legal services due to illiteracy and a lack of information about their human rights. The objective of rebranding the ULS was to depict a serious, upright and just image of the law society. The society has both an advisory and advocacy mandate to ensure legal compliance with the Constitution of Uganda. Through alliances and exchange of expertise, the Ugandan Law Society fosters networking, collaboration with international and local organizations, and legal fraternities. The institution promotes informed citizen participation with a goal of achieving free and fair elections. Interventions include: public awareness campaigns about current electoral laws, standards, and practices; and skills training for the judiciary to ensure independence in judging disputes.

DESIGN OUTCOME

The rebranding brought uniformity to the society's identity, promotional materials, and merchandise. The visual system confers a feeling of independence, honor, reliability, respect, and equality before the law. The typeface, Lava designed by Peter Bilak, is legible, sophisticated, and elegant. The bars selectively highlighted the most pertinent information within the text to give the viewer a clear message. National colors (red, yellow, and black) and bold geometry formed patterns that connected the Ugandan people to their cultural identity. 

 
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An open and collaborative study of water, worms, and washing to address water and sanitation issues in Nepal. This Zine links the spiritual act of purification with the physical act of washing the body. 

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COLLABORATION

Plan International and NEWAH

CONTEXT & OBJECTIVE

In Nepal, half the population defecate in the open and approximately 10,500 children die of diarrheal diseases each year. 40% of school-aged children are infected with intestinal worms. Government and non-governmental organizations address this situation by implementing a hygiene and sanitation methodology called Community Led Total Sanitation (CLTS) that has a fear, humiliation, and shame component to bring about behavior change. 

Media messages were designed in the local or national languages and are often ineffective for the large numbers of people who are illiterate. No visuals were available to raise awareness about the impact of using soap or the danger of worms and their connection to water. 

DESIGN OUTCOME

An easy to understand publication that raise awareness about the importance of proper hygiene and sanitation for people of all ages and ethnicities. The zine addresses common questions that were raised by local people during one-on-one interviews, focus group discussions, and community workshops/ events. The messages in the publication built on cultural norms and daily practices. All graphics were pretested and received feedback from local communities. 

 

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An award winning social messaging tool used by young people to voice their opinions on challenges in their community and to encourage citizen–led development.

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ROLE 

User Interaction and Experience Designer 

COLLABORATION

Verynice StudiosUNICEF Innovation Lab, and UNICEF Country Offices in New York and Uganda.

CONTEXT & OBJECTIVE

U-report includes an innovative free SMS system that allows young people to voice their opinions on development issues that affect them at parish, district and national levels. The U-Report pilot encourages youth and youth organizations to work with other community leaders to bring about positive social and economic change. This new initiative was designed to improve service delivery through social monitoring and introduce new standards of transparency and accountability. 

DESIGN OUTCOME

The design challenge was to develop a scalable user-centered visual system for Unicef Country Office's implementing U-Report. The new communication system needed to provoke interest among youth and better engage U-reporters.

My role in Uganda was to research, prototype, and communicate with the UNCEIF and Verynice in New York. I led one-on-one interviews, focus group discussions and workshops to collect data and information. While collecting data, I put the user at the center of my research, highlighting their struggles, key activities, what functioned/didn't, and what could be improved. I mapped out the system being used and shared various needs and insights of local community members, influencers, government officials, technical people, and aid workers. Together with the team in New York, we prototyped and pretested the design in various countries around the world. 

U–Report has over 2.7 million reporters and is being used by governments in 18 countries, such as Nigeria, Zambia, Burundi, Indonesia etc. 

 

 

 

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BEFORE

True Balance Studio is a small gym that promotes living a healthy lifestyle through movement, nutrition, and community engagement.

CONTEXT & OBJECTIVE

Based in Mt Vernon, Baltimore, True Balance Studio's trainers use a holistic training program, uniquely designed for clients to master their full potential. Trainers help clients reach their goals through progressive workouts, while at the same time introducing the science behind each movement through a ‘train smart’ method.

DESIGN OUTCOME

A cohesive visual language that promoted customized fitness to each clients unique needs. The design element finds alignment and balance over a grid of images that reflect nurturing the mind and body through community engagement, fitness, and nutrition. The typeface, Balto design by Tal Leming, is versatile, utilitarian, and quirky. 

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Safe Motorcycle Branding
Safe Motorcycle Branding

 
 

Safe Boda connects passengers to a safe and affordable motorcycle transportation system. The brand reflects a sense of alertness, vigilance, and caution in movement on the busy streets of Kampala. 

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COLLABORATORS 

Maxime DIeudonné, Alastair Sussock, and Safe Boda team. 

CONTEXT & OBJECTIVE

Hired motorcycles are called bodas in Uganda and are a primary means of transport. Motorcycles accounted for 75% of accidents on the roads (2013 statistics). Motorcycles are the main mode of transportation for people as they are affordable and fast. Often drivers are untrained and move recklessly on the road. The objective was to create a brand system that reflects caution and safety in movement. As well as increase recognition and inspires trust in the company. 

DESIGN OUTCOME

The visual system conveys a sense of safety and vigilance on the road. The color neon orange and reflective silver represents caution, giving the viewer a feeling of comfort and safety. The typeface, Bryant designed by Eric Olson, is open, friendly and consistent. The typographic lockup provides structure suggesting an aerial view of a road system. The arrows convey movement and direction. The mark shows protection in movement from one destination to the next. 

Neon orange helmets and vests are easily recognizable and glow at night in the dark. The app displays travel costs calculated according to the distance of the journey. This reduces anxiety surrounding the negotiation of exorbitant motorcycle fares. The numbers on the backs of the helmets and vests connect passengers to Safe Boda’s vetted motorcycle drivers for verification through an app or a call on a mobile phone. The face, bio, and verification number related to each motorcycle driver allows passengers to access information upfront about each driver.Business cards and stickers share contact information with the public and raise awareness about Safe Boda’s mission. Tote bags, designed with both shoulder and hand straps, enable passengers to safely transport goods thereby reducing cases of motorcycle theft on Kampala’s crowded streets.

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Publication design documenting paintings completed by the Maryland Institute College of Art undergraduate thesis class.

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Graphic & environmental design for Under Armour's Amsterdam Brand House. 

ROLE 

Graphic Designer

CONTEXT & objective

Amsterdam's band house is the largest Under Armour premium store in Europe. Our objective was to create unique elevated marketing experiences and lead the consumer throughout the store to tell a deeper, more personalized story.

DESIGN OUTCOME

We worked with athletes, photographers, and artists to bring Dutch culture to the forefront of design. 

COLLABORATION 

Under Armour Global Brand Creative Environments team: Kristian Espinosa, Nathan Grundhauser, and Eric Ducan. 

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PROCESS

Under Armour is a human performance brand. Here we create systems and products to improve the consumers mental and physical health. When challenged with an opportunity to engage and inspire the consumers in a new market. I thought about how we could connect with as many people as possible. As an athlete I have always felt incredibly inspired by people who would put a goal out into the world and try's their best to achieve it. In many gyms there is a motivational board that highlights individuals goals and success (person records). Standing before this wall that documented peoples ambitions and successes I too wanted to make a change in my own life.

I was reminded of Candy Chang's interactive Before I Die wall that holds similar qualities of inviting the viewer to reflect and share in a common space.I wondered: How could this type of goal setting become digital? How could we leverage Under Armour's community of women to inspire each other at all levels of fitness; from the newbie runner beginning her journey who says "I will: run my first 3K" to the more experienced athlete who says "I will: climb Annapurna"? I began thinking about goal setting; using the phrase "I will ........".  Step 1: Define and share your goal. This activation asks women to create and share their goal taking the first step to improving their personal health and wellbeing. 

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Step 2: Document your progress After signing up and creating a goal the information would link with UA Record the world's first 24/7 connected health and fitness system. This app enables you to connect and sync devices, and follow friends and Under Armour athletes. UA Record is designed to give the user personalized insights to help performance and achieve their goals. Once certain goals were achieved Under Armour's Map My Fitness rewards the athlete for their dedication with a 40% off product incentive. 


Step 3: Connect to a community UA Record also a great way to connect with people in your area working on the same goal and to keep up the momentum. 

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I Will is a digital campaign empowering women striving to improve their health and wellbeing through setting goals, tracking progress, and sharing their personal set backs and successes along the way. 

ROLE 

Graphic Designer

CONTEXT & OBJECTIVE

Use Under Armour's brand values to empower all athletes, as a platform to share women's remarkable feats of fitness and health. The objective is to inspire women to be active through an engaging physical experience.

DESIGN OUTCOME

The initiative began with the activation of a digital wall that exhibited women's goals populating the #IWILL. The content was generated by women documenting their personal fitness goals. This display reflects women of all levels of fitness working hard to better themselves. 

COLLABORATION

Under Armour Global Brand Creative Environments team


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A design element for the University of California Irvine, Humanities Core department, which traces human movements through time and space.

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COLLABORATION 

University of California Irvine

CONTEXT & OBJECTIVE

The department's studies people's history of thought, and the way their pathways have shaped ideologies and relationships of power. The objective was to share the Humanities Core department course with students in a creative way. 

DESIGN OUTCOME

An illustrative typographic element that shares Humanities Core in animation, apparel and web presence. 

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Branding Martha McAlpine, a radiant yoga teacher. Her passion for life is fueled by her yoga practice and teaching style. The brand reflects her presence which is down to earth, strong, intimate, and filled with love.

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COLLABORATORS 

Martha McAlpine

CONTEXT & OBJECTIVE

Create a visual presence for kundalini yoga teacher Martha McAlpine. Kundalini in yoga means energy coiled at the base of the spine. Her practice focuses on clearing blocked energy using breath and movement. 

DESIGN OUTCOME

A cohesive visual system that shares Martha's teaching practice through animation and print collateral.

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