Brand Book for Seattle non-profit
ReWa's current brand design and mobile interaction is not up to date and is non inclusive to a diverse group of people. Refugee Women’s Alliance (ReWA) is a non-profit, multi-ethnic organization that promotes inclusion, independence, personal leadership, and strong communities by providing refugee and immigrant women and their families with culturally and linguistically appropriate services. ReWA advocates for social justice, public policy changes, and equal access to services while respecting cultural values and the right to self-determination.
I developed a brand book with design guidelines that ReWA could use if they decided to rebrand their organization.
How might we redesign ReWA's organization to encompass their mission and values, while also being accessible and recognizable to a diverse group of people?
Refugee Women’s Alliance (ReWA) is a non-profit, multi-ethnic organization that promotes inclusion, independence, personal leadership, and strong communities by providing refugee and immigrant women and their families with culturally and linguistically appropriate services. ReWA advocates for social justice, public policy changes, and equal access to services while respecting cultural values and the right to self-determination.
What is the organization's mission or stated purpose?
Who is the primary audience?
Who is the secondary audience (e.g. donors, other stakeholders)?
What type of relationship does the organization intend to develop with its primary & secondary audiences?
How are ReWa's values and mission successfully reflected in the current visual brand?
How are ReWa's values and mission unsuccessfully reflected in the current visual brand?
02. Logo Design
My refined logo for Refugee Women's Alliance empowers women by symbolizing the beauty of migration and spread a welcoming message to all women. The logo encapsulates representation by including three women. The circle around the women represent a sense of community across all women. ReWa emphasizes the beauty of migration through a butterfly. The butterfly 'breaks' the circle, to emphasize the idea of migration and going to a new place.
03. Design System
The design system at a glance consists of color, typography and imagery. For colors, the pallet consists of cool colors that includes two dark hues that create an empowering feel . The black not only makes the brand look modern, but it echos the powerful message and work that goes into helping Refugees. The pallet also includes a monochromatic color scheme where white is added to to the purple hue. These tints help with contrast when paired with a dark hue. For typography, Arno Pro Semi-Bold is simple serif typeface gives the brand an old fashioned and established look. while maintaining a modern feel when paired with a sans serif like Karla.
Hex : #bdb9dd
Hex : #2a2e77
Iconography enhances our understanding. Icons are subtle, but powerful and allows you to communicate an idea or task through a simple visual. Since the Refugee Women’s Alliance (ReWa) targets a diverse group of women, having icons that are universally understood is extremely important to help navigate the page. For my iconography, I wanted to focus on grouping important elements on ReWa's website. They offer services, show their impact, create events as well as allow for volunteer opportunities.
05. User Flow + Interactions
Since ReWa offers a variety of services, I wanted to create a micro-interaction that will allow user to find a service they need. I started off by designing a user task flow to illustrate how a user would use the current site on a mobile screen. I kept in mind pain points that occurred on the current site as well as taking note on how to minimize the abundance of information on screen. I then sketched out wireframes that focused on finding a service and used Sketch to create a more developed wireframe before creating my Hi-Fidelity Mock-Ups.
06. Brand Book
For my final project, I brought in all my work from brand identity research, logo ideation, iconography, typography, color and mobile screen flow to create a visual design system that gives the Refugee Women's Alliance a modern and empowering feel. Migration is a beautiful thing.
This is one of my favorite projects. I enjoyed going through this design process and I have grown so much as a designer. I learned how to speak in design terminology, utilize feedback from my critiques to refine my designs, as well as tap into typography and color. I also learned how to bring my designs to life through mock ups, as well as sketching and bringing my ideas life via illustrator. I discovered a love for design and I am so excited to continue building my visual dsign skills to complement my UX skills.