Anyone who worked on the Tenure Health project with me (and there were about five different designers involved in the process in one way or another) would agree that we went through thick and thin together. The project was scoped as a visual identity and web design job. However, you won't be able to see the site we developed for Tenure because it was taken down due to an internal political decision within the Tenure Health team. The project started in December 2022 and lasted until April 2023. It was full of client back-and-forths and inconvenient mid-process inquiries that often required changing large sets of previously approved assets. Nevertheless, the visual identity we created, which ended up looking quite simplistic as a result of client consensus, is probably the most easy-to-use identity I have ever worked on. This is particularly important when passing the brand book to a client team without a design department. The building blocks of the identity were defined and rationalized to an extreme level, and the deck templates, which you will not see in this case study due to NDA reasons, were programmed in a way that ensures nothing can go wrong while using them. This case study is an example of an identity with one huge advantage - it is 100% client manipulation-ready.
My role on the project evolved over time. I initially joined as the lead designer during the logo conceptualization phase. At that point, there had been around twenty logo iterations, and my primary job was to find a version that resonated with the client while ensuring it fit the already approved visual language. Then, a long process of web design began, which I also led. One of the most challenging and iterative parts of the project was the meticulous process of stock imagery collection. This task was typically included in the scope of a generic Wunderdogs project: selecting and color-correcting 15-20 stock images for the client to use in their branding after the project's completion. The challenge lay in selecting images that reflected Tenure's audience engaging in specific physical or hobby activities, aligning with the team's very defined vision.
