Hearts and Bones Animal Rescue
Hearts & Bones Animal Rescue desperately needed a harmonized brand identity to upgrade their marketing initiatives for 2023.
Category
Branding
Service
Brand Identity Guidelines
year
2022-2023
About the organization
Hearts & Bones Rescue is a 501(c)(3) non-profit organization based in New York City and Dallas, Texas. This foster-based rescue team of volunteers make it their goal to save dogs in need and help the canines find their forever homes.
How do you centralize an inconsistent brand identity?
Since the organization was founded 5 years ago, design choices were inconsistent throughout all channels. To overcome this challenge, the 2023 Brand Guidelines project was launched by conceptualizing and communicating the nonprofit's brand identity.
Under the supervision of the Marketing Lead and Co-Founder, I was in charge of:
- Centering the nonprofit's current logo around a new brand identity
- Setting up the project's roadmap and producing final, digital PDF
Setting down a better foundation.
Here's an overview of our design process:
- Parameters: Project roadmap, criteria list for guideline’s major sections
- Brainstorm: Observed company brand identities like Notion and Gusto due to their minimalistic, easy-replicable design elements
- Experimentation: Redesigned nonprofit’s Instagram posts with different typography and color palettes to discuss and refine with team
Towards a better chapter of Hearts and Bones Animal Rescue.
The final brand guidelines is a 25-page PDF with side-by-side visual instructions.
Key Highlights:
- We chose to keep visual elements simple so it is easy to use for non-designer teams
- Compiled the color palette, typography, and main illustrations to Canva's Brand Kit feature
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