Project: Esalen Rebrand/Website Update
Background:
Esalen is a major catalyst in the transformation of humankind, working with individuals and institutions to integrate body, mind, heart, spirit, and community in a nurturing relationship with the environment. In 2020, we developed a strategy to clarify the company’s goals throughout its web presence and reshape the visual identity to connect it to its origins that began in the 60s.
Concept: Return the Esalen brand to its roots and clarify its positioning as a leader for exploring and realizing human potential through experience, education, and research.
Role: Design Lead
Research, Brand strategy, creative direction, product design
Additional Team:
Director of Marketing: Michelle Broderick
Development: John D. Saunders @ 5Four Digital
Copywriting: Sara Cardace Timeline: 4 months
Esalen Brand Identity
I took the letterforms from the original sign and constructed all the angles so that they were the same. Lots of dynamic and energetic sharp diagonals in this brand identity.
Esalen Web Site
I led the design on the arduous task of redesigning the outdated Esalen website, with multiple CMS additions and deprecated pages. We breathed new life into their large photo archive and developed a formal design system.
The goal was to make the UI function in a more open, carefree way. Let your mouse bounce around and explore different areas of the site. This way one could have more of a UI journey than regimented flows. It was a departure from the previous, text dense site and allowed for more exploration of the rich photography. Our site map was extensive and well-organized by the team at 5Four Digital.
Grid system for the Esalen site.
Wide range of collateral produced for the Esalen Institute.