My design style is quite minimal and neutral, but last year I worked with a client who wanted a bold and modern brand design. Like all of my projects, I started with an in-depth discovery phase that included a comprehensive brand workshop. This process ensures we fully understand and capture the client's brand vibe, involving detailed consultations to grasp their vision, inspirations, and target audience. Once that's complete, we move on to providing two creative directions. By doing this, the client has a clear vision of what their brand will look like before any design takes place. It's only after they choose a direction that we begin the main concept and refinements. Even if they have a very different idea of the best look for their brand, my job is to ensure they are happy at the end of the day, so this process helps a lot. In the end, they loved their brand, and even if it's not the perfect portfolio piece for me, I'm always happy when my clients are happy.
The Brain Injury Association of America (BIAA) is a national nonprofit with a mission to advance awareness, research, treatment and education around brain injury—and to improve the quality of life for people living with brain injuries. Ratkaj Designs was entrusted with crafting a transformative campaign that addressed both the diverse challenges faced by individuals at varying stages of their disability journey. Through visionary branding, Ratkaj Designs spearheaded initiatives that elevated brand visibility. These efforts not only attracted a dedicated community of advocates but also galvanized support for legislative measures crucial to improving the lives of patients affected by brain injuries. A little bit of what we did: -The Challenge! Magazine: The Challenge! combines BIAA’s work around education and advocacy, by elevating stories of brain injury survivors, sharing affiliate news, and publicizing the latest brain injury research. -“My Brain Injury Journey”: Tasked with designing the visual branding for the organization’s new National Brain Injury Month campaign. RatKaj Designs worked with the organization’s stakeholders as well as survivors to craft a logo, color palette, fonts, and illustrations. The campaign, designed to ignite change, artfully captured the deeply personal journey of living with a brain injury. Stands as a testament to the transformative power of design in driving meaningful impact and shaping a brighter future.
When working with a client in the healthcare industry, I had to adapt my typically modern and bold design style to align with their need for a more conservative and trustworthy aesthetic. To achieve this, I focused on using softer color palettes, incorporating calming blues and greens, and opting for classic, serif fonts to convey reliability and professionalism. I also simplified the layout to ensure it was user-friendly and accessible. By closely collaborating with the client and iterating based on their feedback, I successfully created a design that met their specific needs while maintaining a high standard of visual appeal.
Adapting Design for a Timeless Appeal In my role as a design professional, I adapted my minimalist, modern style to meet a traditional furniture manufacturer's needs. They wanted to modernise their new collection while retaining their classic craftsmanship. I researched their previous work to understand their style, then blended modern elements like clean lines and contemporary materials with traditional woodwork details. Regular communication and feedback sessions ensured their vision was fully integrated. This flexible approach resulted in a collection that honoured their heritage while appealing to a modern market, delighting the client and helping them attract a new audience.
I once had a client who preferred very clean and simple designs whereas I love to incorporate very complex graphics into my designs. To do this, I decided to familiarise myself with the principles of minimalist design by researching successful minimalist designs, reading about simplicity and function principles, and even cleaning my work area. In the design for the client, I used straight lines, lots of white space, and limited the use of colours, and anything I added had to have a reason for being there. I incorporated the client into the process as much as possible and asked them questions and for input at each step. Such collaboration not only allowed me to provide them with the design they expected but also enriched my design portfolio.