In keeping with the proposed shift in the organization’s direction to focus its effort towards education outreach, the proposed rebrand of the Manitoba Association for Rights & Liberties was conceived of and developed with this very goal in mind.
The three major changes to the brand mark are colour, logotype, and logomark.
The new brand mark is designed to project a rejuvenated and more focused image, as well as speak to the MARL’s continuing growth and development.
Green, the new primary colour, is associated with energy, growth, renewal, harmony, & youthfulness. The specific shade of green chosen for the rebrand is a soft ‘moss green’. This is to further emphasize the brand positioning: An organization with a renewed effort and focus towards education. The secondary colour is an updated blue to hint at the history of the brand
A major focus of the rebrand is to make the logo more easily recognizable and give it a more youthful approach. The colour is one of two pillars supporting that goal. The second pillar is a typeface that gives off a more casual and approachable feel. A customized Din Pro achieves this goal.
The acronym is emphasized, with the full name offset directly underneath. This respects the long term strategy to promote the use of ‘MARL’ (instead of the full name) as it is a more approachable and user-friendly name.
So as to not completely depart from the name of the organization, ‘Manitoba Association for Rights & Liberties’ is also a part of the logo type.
Update the branding for LM Architectural Group(an architectural firm) and Environmental Space Planning(In-house interior design firm).
The existingbrands are very dated, disparate, and do not represent the high quality work that the firms are known for.
One of the goals of the rebrand was to create 2 logos that not only worked individually for the respective firms, but also visually work seamlessly together - reflecting the integrated nature of the firms
First, it was decided that the colours should be limited to one. Blue was selected to retain a certain amount of brand recognition. The second task was creating two logos with similar weight and scale, but also distinct enough that they read as a pair instead of one.
To create a platform for book lovers that caters to those who love to read, share, and catalogue. It has to be functional and easy to use for 3 key user groups.
Users in the first group log in multiple times a day to interact with others using the platform. They give regular updates on what they are reading, write reviews of books they’ve read and are used for book/author recommendations. These users are typically active members of multiple book clubs.
The second group is made up of users who have ‘one way interaction’ with the platform and other users. They do not regularly post public content and only log in once in a while to update their libraries, reading lists, and progress. These users may be inactive members of multiple book clubs.
The Third group has no interest in interacting with other users on the platform. Their main interest is cataloguing their library, and keeping track of what books they own, which ones they’ve read, and which ones they haven’t.
One of the criticism of the leading platform in this space is its failure to recognize that it’s users needs are varied. As a result it serves up the same experience to everyone, no matter how much of it they want/need.
The Solution (in progress):
Access to content relevant to each group should be unimpeded whenever possible. The ability to customize what content they’re fed will give the users in each of the three groups a sense that the app serves them - as opposed to them having to work around what the app gives them.
As an example - Users in the third group may have no interest in using any of the ‘social’ features (reviews, book clubs, etc). An option to only show ‘my content’ should be available to those users so the app does not feel cluttered for them.
For users in the first and second group, the content they see will be based on preferences they set, and from others served based on what they interact with.
Sunrise Payments Online
Logo design for a new business. This online payment system is geared towards high risk borrowers who may not qualify for similar service with other outlets.
Orange suggests optimism, enthusiasm, and affordability. In this case, the orange-red gradient gives off a sense of vibrance and confidence.
A brochure to highlight the libraries designed by LM Architectural Group & Environmental Space Planning. The goal was to make a brochure that highlights the work and let them speak for themselves. The brochure was therefore designed so the copy and photographs were never in fight for the readers attention.
That clarity in design and layout resulted in a brochure that, while long, never felt overwhelming to the reader.
White Owl Whisky
Creating an exciting and unique label and bottle design that matches the excitement and uniqueness of White Owl Whisky - a clear whisky
The solution is achieved through a simple/stylized illustration and type treatment. The owl is drawn using lines of various widths, some of which are layered onto each other. The typeface chosen for this label is Trajan. It is an elegant serif typeface with ‘sharp edges’. This ties in beautifully with the image of the owl - an elegant, wise, but potentially dangerous creature.