REALStrengths
Attribute Graphics Package
Role:
Design Director & Brand Architect
Scope:
Full visual identity and graphic system for a complex personality and strengths mapping program
Scale:
Complete icon suite, color palette, brand graphics, and website support assets for a multi-dimensional assessment product
Execution:
Directed design development through multiple rounds of concept refinement, ensuring the final system worked across the product itself, supporting brand materials, and website applications.
Outcome:
Delivered a complete, original visual identity system for REALStrengths, embedded in Buffini's Coaching program and available in a free version to digital members and the public since January 2025, reaching tens of thousands of users.
Challenge:
Develop a visual language sophisticated enough to represent a complex, nuanced strengths framework clearly and accessibly, without oversimplifying the underlying content or producing something that felt generic.
Approach:
Built the visual system from the icon suite outward. I designed the color palette hierarchy and directed my team's design of the icon library, establishing a graphic language that could differentiate multiple strength categories while maintaining cohesion across the full product.
