As the lead/sole designer on this rebrand, my work involved conceptualizing and establishing a new visual identity, including redesigning the logo, color palette, and brand typography for the Empowered Family Collective in the Bay Area, CA. I worked closely with the company CEO to deliver impactful solutions and ensure a cohesive brand presence across platforms.
REBRAND & NEW LOGO for The Empowered family COllective
2024, 3 Weeks
Deliverables:
Logo — Icon and Logotype
Brand Color Palette
New Brand Typography
Brand Summary (Brand Guidelines)
Skills:
Logo Design
Branding
Color Theory
Illustration
Typesetting
Tools:
Adobe Illustrator
Adobe Photoshop
Pen/Paper
Understanding the
Motivation for a Rebrand:
The client sought to develop a more cohesive and clearly defined brand identity, with the ultimate goal of strengthening their presence within their industry and community.
Specifically, they aimed to modernize their brand, creating a more sophisticated and contemporary brand experience.
Continuity vs. Modification:
Continuity is one of the most important components to successful branding. So, the client and I discussed specifics.
While the values of the Empowered Family Collective include strength, support, and other robust and resilient qualities, the client wished to maintain a calmness and ‘flow' represented in the original logo. More specifically, of the old logo she liked the muted calmness of the green color, the visual of two individuals in connection, and the hand 'offering support.
Aligning with the EFC Mission:
The EFC mission begins with a deep rooted commitment to community, maintained by pathways of resilience, uplifting support, and belonging.
When starting to ideate a new logo, new colors, typography, and other visual aesthetics for this rebrand, I wanted to modify with a simple and clean modernity that communicated persistent strength and support. I worked to both ensure a subtle continuity with the original brand and find alignment with its new mission, motivations, and communication objectives.
OLD:
UPDATED:
Initial Design Process
Initial ConceptS
Second Round Concepts
Chosen LOGO Direction +
Color Studies:
NEW BRAND SUMMARY
The following is a brief summary of the new brand design assets, defining the desired deliverables. It is not the full brand-guidelines, but was made to offer the client a quick glance overview of the brands essential assets.
Moving forward..
The following designs are prospective ideations of the brand in use. More specifically, how the brand might show up on a website and within a business system.
