VIA Institute on Character - Website
The VIA Institute on Character brand and website were originally developed to enable individuals to take a personal inventory to better understand themselves and their character strengths. The developers quickly discovered, though, that VIA products had tremendous appeal to educators and other professionals (therapists, psychologists, counselors, etc.) and they realized a more professional brand identity was needed, along with a way to guide visitors to the appropriate parts of the website for each target audience. Madison redesigned the brand with clean, crisp logos more appropriate for the three audiences. The complex user interface challenge was solved with three “doorways” on the home page, based on user groups, that enabled each group to easily guide themselves to the information they were seeking.