Branding + Editorial

Flex is the title of client Lori Endes' MA thesis project on Universal Design for Learners (UDL). An AODA compliant brand identity system was created from scratch for this project, along with: brand guidelines, a custom-made binder and binder case with a UDL toolkit inside, a promotional poster, and an accompanying academic report.

Left: Flex Toolkit (binder), Right Flex Report


Quick Facts

About Flex
Flex is a program designed to support design educators to open up their teaching practices to a more Universal Design approach, one that better supports their students. 

About the Toolkit
The toolkit was designed for higher education instructors to explore the principles of UDL in a simplified and AODA compliant way. The toolkit was designed to be adaptable to an instructor's needs, specific course content, and the changing nature of information and knowledge.

About the Branding
Working with my client's initial references and direction, a branding system and brand guidelines were created to unify all the different pieces of the Flex project together.

About the Report
The report was designed to convey all the background research, ideology and important learning concepts of Universal Design for Learners that was not directly pertinent to the Flex toolkit, but still integral to Flex as an MA thesis project.


Let's Get Technical

Target Audience
Post-secondary educators and designers aged 30+

Software Used
Adobe Creative Suite CC (Illustrator, InDesign, and Photoshop)

Dimensions + Materials

Brand Guidelines
Identity design was designed at 1.5 inches
Brand guidelines: 1920px X 1080px, digital copy only

Toolkit / Binder
2, custom-made dies
11.5 inches X 1 inch X 22 inches
Full colour printed on plastic


Toolkit / Binder Case
2, custom dies
13 inches X 1.75 inch X 12 inches
Full colour printed on matte coated paper on hardboard D-ring binders

Toolkit / Inside Binder Pages
20-page booklet
8.5 inches X 11 inches
Full-colour printed on matte coated cover stock paper

Academic Report
42-page booklet
8.5 inches X 11 inches
Matte coated cover stock


Click on an image to learn more.


Project Insights

Some of the biggest lessons learned on the project was about how-to layout information in a completely AODA compliant way. In this project, I learned that designing to comply with accessibility standards affects every aspect of the design process from colour choice to typeface selections, to elements and layouts. I also learned that I have a lot to learn about human-centred design and I look forward to more projects working in AODA accessible ways.

Problem Solved

The communication problem given to me was to create an identity system with my client from scratch for this project and then to apply it to all of the different components, being sensitive to AODA compliancy standards. By adhering to AODA guidelines for print, as well as creating a full set of guidelines first and foremost, I was able create a unified and friendly aesthetic to the different project components that myself and other designers could easily use and work with.