Project Experience

I. Brand Design

Identifying the Problem

GoodBot’s existing branding was relatively general and always optimally communicate the characteristics, values, and perspective that the organization wanted to convey. As part of the brand development process, I’ve been working to create a more intentional and cohesive visual direction that better reflects the organization and can be applied consistently across its communications.

Process

I began by reviewing existing brand documents and internal materials that captured input from the management team around GoodBot’s tone, voice, values, and desired characteristics. I also reviewed previous design work from team members to understand what visual directions had already been explored and what could be carried forward. Bringing these sources together helped me identify opportunities to develop the brand while still maintaining continuity with the organization’s existing identity. I used a FigJam board to gather all these resources together and build off of

From there, I’ve been working iteratively to explore and narrow down different branding directions. I’ve been developing and refining visual elements while considering how they communicate GoodBot’s intended personality and how they function across different contexts. Accessibility has also been an important consideration throughout the process, with WCAG standards informing decisions around colour and contrast.

I’ve enjoyed getting to make design decisions at a system level rather than designing individual assets in isolation. The branding guidelines I developed serve as a foundation for the website, graphics, marketing materials, social media, and other communications. This has challenged me to think about how a visual identity can remain recognizable and cohesive while still being flexible enough to work across many different formats and audiences.

II. Policy Communications Strategy

Identifying the Problem

GoodBot creates policy reports that include critiques and suggestions for Canadian technology policy regulation efforts. The policy team produces materials such as policy briefs and webinars featuring industry professionals, but the information in these resources is often dense and written for audiences already familiar with technology policy. My role has been to develop a process for transforming this material into content that is easier for a general audience to understand, with social media as an important channel for reaching people outside of traditional policy spaces.

Process

I began by reviewing policy briefs, reports, and webinar content to identify the key ideas and information that would be most meaningful to a broader audience. Rather than arbitrarily simplifying the language, I developed a plain-language translation approach informed by principles of human comprehension and information accessibility. This involved considering what background knowledge could be assumed, how information should be structured, and how complex concepts could be communicated without losing their original meaning.

From there, I organized the translated content into cohesive campaigns rather than treating each social post as an individual piece of content. I grouped related ideas and developed sequences of information that could be shared over time, allowing audiences to build their understanding of a topic across multiple pieces of content.

This project has given me experience working at the intersection of research, communication, and design. It has also strengthened my interest in responsible technology and policy communications by showing me how design can help make conversations about technology governance more accessible to people who may not otherwise engage with them.

Reflection and Learning

My work term at GoodBot has been incredible. One thing that has stood out is being able to work across several areas of design and communication rather than focusing on just one type of project. As a UX intern, I’ve gained experience in brand design and have been helping lead the development of GoodBot’s visual direction. I’ve analyzed internal documents, identified themes and opportunities, and facilitated brainstorming sessions with the team to help shape the brand. I’ve then applied this direction to reworking the website, which has given me experience connecting higher-level brand strategy with actual digital design.

Another area that has been especially valuable is my work on technology policy communications. I’ve been taking technical reports created by policy teams at GoodBot and translating them into accessible, digestible content for broader audiences with social media in mind as a way to reach them. This has provoked me to think about how complex ideas around technology, regulation, and governance can be communicated clearly without losing their meaning. It has also shown me how design and communication can play a role in improving digital literacy and helping people understand why technology policy matters.

Looking toward my future career, this experience has reinforced my interest in responsible technology and the ethical questions surrounding technology’s role in society. My favourite part about my program at UBC has been the intertwining nature between technological courses and philosophical ones, and the work at GoodBot operates at those intersection of values. I’m increasingly interested in work that sits at the intersection of design, technology, policy, and ethics.