INSIDE MY DESIGN PROCESS:
Case study: Habitat for Humanity rebrand
Defining the Problem & Goal
My goal for this project was to bring greater awareness for all the things that Habitat for Humanity does and to refresh and reinvigorate a new generation of volunteers to ensure the continued success of the organization.
The process of rebranding such a widely known nonprofit organization gave me lots to consider. First on my mind during the process was the fact that I wanted to maintain the integrity of the organization’s legacy and work that has been done since 1976. I wanted the meaning and concept behind the logo to remain within the updated visual identity while still giving it a fresh look and reinvigorating volunteers and donors.
Brainstorm & Research
Much of my research process for this project involved doing a deep dive into the existing branding, messaging, and website as well as the content and copywriting that was currently being used. I wanted to really go deep and analyze what was working and what was in need of an update or added clarity.
My research deck included the existing Habitat for Humanity materials as well as references of other organizations in the nonprofit space that do a great job of pairing clear communication and an engaging and inspiring visual identity. I also heavily researched the details and logistics of how the organization functions and how they are currently gathering volunteers and choosing new projects.
Once I had the deep background knowledge, references, and a clear goal in place I was ready to get going with the design.
Visual Identity Development
When moving into developing an updated visual identity, I wanted it to take a bold yet warm approach while using pattern and icon design to connect the branding to Habitat’s mission. The color palette will be simple and the design will utilize layouts that really let the photography shine. The voice words that I was keeping in mind for my design are fresh, collaborative, and empowering.
The goal for designing a refreshed logo for Habitat for Humanity was to give it a fresher and cleaner look while still attracting a broad target audience and retaining recognizable brand elements and staying true to the mission.
Building up the Branding
This is a really exciting stage in my process! I take all my research and the developed visual identity and get into designing a variety of project means.
Show on the right is my process of taking my sketch into a mockup up visual reality. The street corner building wrap around depicts a damaged/destroyed home and as you turn the corner to the other side you see a stable, repaired nice home. This guerrilla marketing design engages passersby in an engaging way that will bring renewed attention to the organization.
Below is a visual demonstration of the wireframe sketches that I create during this stage of the process and how they translate into the fully designed website presence. Focusing on the sketched wireframes at first allows me to nail down the structure and useability before moving into adding all the visuals.
I continue transforming my sketched and planned out ideas into impactful and polished designs for each unique project means and application.
I enjoy designing for all different forms & situations. This was a perfect exercise for producing design in formats that brings symbolism and additional meaning.
Get Feedback & Finalize
A critical part of the process is to get and apply feedback to my designs before finalizing the project. Having other input and eyes on my work often brings great insight and new aspects of the project to consider. I love giving feedback to others just as much as I love receiving it.