Divergently
OVERVIEW
The first membership network for late diagnosed neurodiverse women.
SERVICES
Brand Positioning, Visual Identity, Creative Direction, Website Design, Collateral Design
TEAM
Team Divergently: Kendra Koch
Jr Designer: Ana Diaz Young
BRAND POSITIONING
With most resources out there too medical, geared towards kids or focused on "fixing" divergencies, Divergently is challenging the conversation and building a safety net community.
We anchored the brand with an engaged, wise and proactive personality that empowers without being preachy.
Divergently feels energetic because it’s mission is nothing less than propelling the neurodivergent community forward.
VISUAL IDENTITY
Catering to the neurodiverse consumer was paramount in creating the brand identity.
Using an approachable sans-serif type to set the logotype and leaning into off-kilter lettering gives the brand a unique twist.
Research shows that neurodivergent users prefer high contrast colors for increased accessibility. At the same time they experience cognitive fatigue with very harsh colors. Using a dark plum color instead of black and pairing it with off-white grey tone will make content more digestible.
Bright gradients create an uplifting environment and provided further contrast, while signaling that this brand is here to change the narrative for the positive.
LOGOMARK DESIGN
The symbol need to work on multiple levels that visualize Divergently’s tagline: Making the world a less prickly place to be.
World
(the brands epic mission to make people feel better)
Prickly
(because of how highly sensitive humans often feel in our world)
Counterclockwise
(because neurodivergent people operate on their own time)
LIGHT BEAMS
Four unique light beams act as an embodiment of Divergently’s core ethos: uplift the neurodivergent community and drive for more acceptance. With most conversations primarily focused on “fixing” divergencies, Divergently wants to set a stark contrast.
Divergently’s “beams” illustrate shining a light on the neurodiverse community, providing answers in the dark, and finding strength, motivation and validation.
WEB DESIGN
Styling the digital safety net that Divergently provides for the neurodiversity community needed to feel secure and inviting.
The website makes use of core branding themes while staying straight forward and easy to navigate.
See the full project live at
joindivergently.com
