VISUAL IDENTITY | ART DIRECTION
Little Leaves
Employer Brand Identity
ROLE : ART DIRECTOR
Project Overview
Little Leaves is a center-based Applied Behavior Analysis (ABA) therapy organization for children ages 1-6 with autism spectrum disorder that helps them reduce their symptoms of autism. The goal of this project was to design a unique employer brand concept that clearly conveys the organization’s employer value proposition to draw top-tier talent and support its various therapy centers across the country.
Process + Outcomes
The goal of this project was to showcase the unique culture, benefits, and work environment of Little Leaves, setting it apart from its competitors. The challenge was to develop a concept that aligned with the existing brand while establishing a distinct employer identity that had its own personality.
I started by analyzing the creative brief, competitive landscape, the impact of the work within the organization and several other factors to determine the overall design direction. I collaborated with the copywriter on my team to hone in on a direction that felt familiar yet distinctive to the Little Leaves organization. In terms of visuals, I created a design that utilizes colorful, geometric shapes inspired by the centers’ interiors and the therapists’ tools. The stark white backdrop highlights the concept of ‘growth,’ balancing out the vibrant shapes with the negative space. When the final project was presented, the client praised the design concept for effectively capturing the organization’s essence and standing out visually against the crowd.
