'Discovering' Meaning Behind a Brand Name
Nonprofit
NGO (Disability Inclusion)
Brand Strategy, Creative Direction, Visual Design
Looking for Clarity
The Discovery Awards already had a name. What it lacked was an identity with a compelling reason to exist.
The obvious creative routes—discovery, exploration, achievement—felt generic and could have belonged to almost any awards program. The challenge wasn't creating another logo. It was uncovering an idea unique to this program and the community it served.
Locating the Real Problem
Instead of searching for a new concept, we looked more closely at the one already in front of us.
The breakthrough came from reinterpreting the word Discoveryitself.
Rather than representing exploration alone, the name became a metaphor for challenging assumptions. The word was intentionally split into "Dis"and "Covery", creating a subtle double meaning that reflected the program's purpose: changing perceptions about disability while recognizing achievement.
The visual identity was designed to reinforce this idea, using typography to make the conceptual split visible without sacrificing readability. Rather than decorating the name, the identity gave it meaning.
The Bottom line:
Strong identities don't always begin with creating something new. Sometimes they begin by discovering meaning that was already there. This project reminded me that the most memorable brands are often built on ideas people recognize immediately—but had never considered before.
Aligning the Strategy
Developed the strategic brand concept
Reframed the meaning behind the program name
Designed the visual identity
Created a brand concept capable of supporting long-term use
Solution and Tracking
The identity continued to be used long after the program's website was redesigned, demonstrating that the underlying concept remained relevant beyond a single campaign or communication platform. Its longevity wasn't the result of visual style alone. It was the strength of the idea behind it.
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