As part of my branding class, we picked a non-profit organization to rebrand and revitalize. I chose to do the Womens Health Education Program, which is a Columbus non-profit that seeks to educate women about their health and wellness needs, empowering them to improve their quality of life and their impact on their children.
I started the branding process by brainstorming ideas as well as noting down competing or similar organization identifiers. I made sketches that were iconic, indexical, and symbolic in type.
Once I finalized the mark, I sent out a survey to gather audience insight on possible keyword identifiers. I also gridded out the mark to see how it can be broken down into simpler shapes.
Once I cleaned up the mark, I assigned a color palette that insinuates a feminine element but also a neutral feel to keep it inclusive.
For more details on the process, flip through the brand guidelines booklet below!
These are examples of the mark application. I used the flower part of the mark as its own graphic element and incorporated it into multiple mockups.
Overall, my first visual branding project was a fun journey filled with many challenges and learning experiences. Crafting a mark from scratch, making a color palette, and combining fonts and images to tell a compelling story was a task that improved my design thinking and research skills. This project reinforced the significance of storytelling in branding. Beyond marks and color palettes, this brand is a narrative that connects with people on a personal and emotional level. It’s meant to approach the public in a nurturing and positive manner.
Now I have a newfound understanding of the power of visual language in shaping perceptions and fostering connections. Making a carefully curated expression of a brand’s identity has been a transformative experience that shaped my design skills and appreciation for the relationship between aesthetics and strategy.