Designing community support.
Be True develops the brand identity and tagline for a new center with a unique focus on immigrants and refugees and the social determinants of health.
There’s an increasing need for more effective and efficient ways of supporting community members particularly those who are immigrants and refugees. Tasked with navigating a sea of governmental and regulatory policies and protocols it’s no wonder why it’s so hard to gain access to services. This becomes even more challenging if you consider many suffer from psychological trauma from war, poverty and violence experienced in their home countries. The Center for Intercultural Wellness has identified the problem and is working hard to build a comprehensive program that will offer life skills, wellness programs and help immigrants acquire facilitative and communicative skills necessary to gain access to health and social service systems.
There were some unique project dynamics at play with having multiple stakeholders meet and discuss how and what a visual identity should say about the center and the programs it will offer. Discussions were just as much about the content and the way forward for a growing organization as they were about the proper personality for a new brand voice and responsible imagery. We talked about avoiding stars (militaristic) and nationalistic colors representative of any specific country. The strategy had to utilize a simple design approach and resonate with the local immigrant population. We thought it needed to be polished enough to be official, yet friendly enough to be inviting.
The original development involved exploring a suture graphic in upper case initials that could be used as an acronym. Although initially impressive, it just didn’t have the legs we were looking for. During more exploration the brand mark evolution began to unfold, taking on a life of its own when the combination of comforting hands and a flower motif came together. We then worked really hard to get the brand mark and tagline down to its most simplified essence. Consequently, It was then carefully set with the name in a asymmetrical composition with flush left type in bold and regular weights. The color palette was chosen for its healing and soothing combination with a nod to nature experiences (water/trees). Halfway through writing the creative copy, it was clear that the tagline needed to be a community effort. The end result was a bridge between what we wrote and the finalized version written together on the spot with the board of directors present. Completing the brand Identity system positions them as an advocacy group for intercultural healing and growth.
Tagline: Community Inspiration – A Place for Healing, Connecting and Growth.
Sanders Anderson, art director, designer, asst. writer
Barbara Fanning, writer
The Center of Intercultural Wellness is unique, and it’s essential that we convey this through all visual and verbal communications. The word brandvoice is used to describe how the brand should sound..