VitaSocial — Brand Identity & Digital Presence
Brand Strategy · Visual Identity · Web Design & Development · Print Design · 2023
Overview
VitaSocial is a social education start-up based in Benidorm offering socio-educational workshops, healthy excursions and specialist support for people at risk of social exclusion. The founder came to me with an idea, a mission and no visual identity — my job was to help turn that into a coherent, professional brand presence from scratch.
I led the project end-to-end as sole designer — from brand strategy and visual identity through to web design, WordPress development and a full suite of print and communication materials.
Duration: 2 months My Role: Brand Strategist · Visual Designer · WordPress Developer Tools: Figma · WordPress · Adobe Illustrator · Photoshop Deliverables: Brand identity · Logo · Web design & development (3 languages) · Dossiers · Business cards · Vehicle signage
The Challenge
As a new start-up, VitaSocial had no visual presence, no brand language and no digital footprint. The founder needed to be able to present the project credibly to institutions, local councils and potential partners — and to attract participants to workshops and activities.
The challenge was to create a brand that felt warm, accessible and trustworthy — reflecting the human, community-focused nature of the work — while being professional enough to open doors with institutional stakeholders.
Brand Identity – From Zero
Starting from scratch, I developed the complete visual identity for VitaSocial:
- Logo — designed to convey energy, inclusivity and movement, reflecting the active and social nature of the programmes
- Colour palette — warm, optimistic tones chosen to feel approachable and positive without being childish
- Typography — clean and readable across both digital and print contexts
- Brand guidelines — documented for consistent application across all touchpoints
From this I produced a sitemap and initial information architecture proposal. The first proposal was very well received — only minor adjustments were needed — which validated the research phase and saved significant revision time.
Web Design & Development
With the brand identity established, I designed and developed the VitaSocial website in WordPress — built in three languages (Spanish, English and Valencian) to reflect the multilingual community in the Alicante region.
Key UX decisions included:
- Clear service structure — workshops, excursions and specialist support — each with dedicated pages
- Simple, direct contact flow to encourage enquiries from both individuals and institutions
- Mobile-first responsive design for accessibility across all devices
- Multilingual setup managed through WordPress with consistent UX across all language versions
For more complex technical elements, I briefed and managed an external developer, reviewing and signing off implementation to ensure it met the design and UX requirements.
Communication & Print Materials
To support the founder in presenting VitaSocial to institutions and potential partners, I designed a full suite of offline materials:
- Dossiers — professional presentation documents for institutional meetings and funding applications
- Business cards — consistent with the brand identity
- Vehicle signage — branding for the founder’s car, extending the brand into the community
Results
Key Takeaways
Working with a start-up from zero is a very different challenge from evolving an existing product. Every decision — from the logo to the navigation structure — had to be made without an established reference point, which required strong strategic thinking alongside the design craft. This project reinforced the value of building a coherent brand system early — when the founder was ready to present to institutions, everything was already aligned and professional.