The Resilience Project rebrand needed redress the current disconnect between their values / mission and their visual identity. The visual identity needed to be versatile enough to speak to 3 distinct groups, as well as being inclusive, communicate a sense of safety and belonging, and be disruptive & radical.
disruptive, inclusive, joyful
The aims of the project were to:
• Redress the current disconnect between their values / mission and their visual identity
• Create a visual identity that can speak to their 3 distinct target audience groups
• Work towards creating an audience that is of greater gender parity
• Create a visual identity that is unexpected, different, disruptive, and decolonial
I worked with The Resilience Project over a 2 month period to craft their new visual identity. The process started with a Brand Discovery, where I got to know the brand in more depth and we set clear objectives for the project.
I then started with some research into their audience, competitors, and then context of the organisation. I used this to put together a strategy of how we'll meet the objectives of the project through design decisions. This informed the Creative Direction stage where I proposed two different routes for the visual identity of the brand, which aligned with this strategy and the objectives.
Once the core team and relevant stakeholders had come to a consensus on the preferred route, I started with the brand identity design. After a couple rounds of revisions, and reformulation of the logos, we finalised the brand identity, and I began designing their social media templates, pitch deck, and other assets.
Logos
The circle layout of the main logo represent the 'Resilience Circles' which are key to their organisation. The font used is bold, strong and disruptive . The icon mark represents eco-anxiety and a fusion between care for the mind and concern for the earth.
Colours
The colour palette is inclusive, versatile, joyful and decolonial.
Patterns
The patterns are all made from curved lines which are playful and emphasise the joyful nature of the brand. The continuous nature of the lines reflects the nature of reslience & self-preservation.
Textures
The paper texture reflects the idea of a digital detox. The cardboard texture connects to imagery of activism and protest.
The result is a visual identity which is bold, disruptive, inclusive and aligns with the internal understanding of the organisation. They have gone on to use the new branding to help secure funding, and engage and connect with audiences during presentations at the IDG summit and beyond.
"Working with Tara has been an absolute delight. She is professional, punctual and exceptionally talented. She fully understood our brief and was able to elevate it with her own artistic flair. Tara is an excellent communicator and fully understood our needs - I highly recommend working with her"
