The Ask
A newly established government directorate needed:
- A consistent visual identity across dashboards to improve clarity and usability
- A design that highlighted top-level insights while allowing leadership to dig into details when necessary
Research & Discovery
To align the design with both functional and brand needs, I:
- Reviewed existing reporting practices to understand gaps and inefficiencies
- Interviewed stakeholders to clarify which data points were essential for leadership decision-making
- Analyzed user behaviors—from executives needing quick takeaways to staff requiring deeper dives into data
- Identified a need for cohesive branding that tied dashboards together under a recognizable identity
Design Approach
Logo & Identity Creation
- Designed a VISTA logo that combined a bold “V” with a chart element, symbolizing data visibility and analysis
- Built a custom color palette inspired by DHS’s red, white, and blue, flexed for a unique but brand-consistent identity
- Extended the identity with subtle gradients and tech-inspired patterns, creating visual interest without overshadowing the data
Dashboard System
- Developed a scalable dashboard framework that could adapt as leadership requests changed
- Ensured consistency across all dashboards using the VISTA identity, typography, and visual language
- Balanced clarity and depth—highlighting key metrics upfront, with drill-down capabilities for detailed analysis
Outcomes
- Delivered a flexible dashboard ecosystem that leadership could quickly adapt to evolving priorities
- Established a unified look and feel across all dashboards, reinforcing trust and usability
- Created a distinct visual identity (VISTA) that gave the directorate a recognizable brand presence while staying aligned with DHS standards
- Improved data accessibility and engagement, ensuring both executives and staff could use the dashboards effectively
Result: A branded, scalable dashboard system that communicates leadership priorities clearly while enabling deeper data exploration.
