Client: Carolinas CARE Partnership (CCP)

Project: Identity Design & Visual Branding

Synopsis: Carolinas CARE Partnership approached me through by company, JTR Presents to enlist our services in updating their visual branding. This included a new website, and an updated logo with a new name the team was debating on using as the new name of the organization. We created the following to explore the creative possibilities to communicate and express the core elements of the organizations mission, vision, and values. I created a presentation to help give a high-level view of the creative process and to facilitate any necessary conversation leading to the creative decision to move forward with. Ultimately, the client terminated the project before it could come to full fruition.

Organizational Goals: Help build a donor base, which can be done by leveraging a effective website that gives prospect donors as much assistance as they need.

Build a more consistent and recognizable identity for the organization ofor health and housing primarily.

Problem: There were several problems to address with the client.

1. Develop an identity system that helped the organization better distinguish themselves from other HIV Advocacy organizations. 

2. Help draw attention through brand recognition to the mission CCP. The mission and vision, paraphrased, is that CCP is focused on serving Justice through Health and Housing.

3. Develop a website that better tells visitors what the organizations is and what they intend to do, while making their services more accessible and easier to use.

First, I arranged meting wit the board, some of the staff members, and anyone connected to the organization that may be a stakeholder. In our hour-long discovery phase, we identified the attributes we could think of that fit in the six major categories of brand attributes. 

Later, I did more research of the audiences, the organization already serves, the target audiences, and folks related to the issues the organizations addresses. Based on that information, there were three personas that could be generated. We combined the data as well as testaments form real people to give life to these personas to help empathize who these audiences are and how we can best assist them.

After our first meeting I immediately began looking at different opportunities for a new logo. In the conversation, we talked about the significance of hands and the idea of "reaching for a hand up, not a hand out." I took the hand concept and began making as many iterations as I could until finding a sketch that could be used.

After getting the first iterations of the new logo made, I then compare to the logos of other HIV or relevant organizations. In addition, I began looking at what applying brand colors may look like for the logo.  

To keep to schedule, I looked into images and colors that close fit with the creative directions aforementioned. 

Once the stylescapes were finished, we settled for our final meeting before I was later terminated from the project. From the conversation, the feedback was that there were still reservations about using the word CARE at all versus using it as an acronym that was no longer useful. The Logo was also in question as It did not sit well with some of the stakeholders. I ended the deal and left them with a design brief with all the research to help the next designer in finishing the remaining identity system as well as their desired deliverables.