Charity Rebranding Evaluation

Visual Communication

I feel as though my final product meets the needs of the brief as I have successfully rebranded my charity ‘Noah & The Shed’ with a brand new logo, business card, letterhead along with two promotional items. I have used 100% my own design work and as this has project has been illustration based there is no opportunity for copyright imagery/ design.

I have undertaken secondary research throughout this project in order to have a strong understanding of my charity, Noah & The Shed. I needed to research so that I could see what the charity do, what their objectives are as I need to convert what they do into an image, and have meaning/ a message through this. I want to ensure that the charity are portrayed in a positive way and so research is key. I used both primary and secondary research in this project, my primary research was by talking to my clients about the charity, what they do, this really gave me an insight as to what they do and what they wanted from me. They told me where they are located, where they are primarily based etc. The secondary research I undertook was through using the internet to see their current logo designs, social media pages and website, this gave me ideas with colour schemes, layouts and also what style they currently like.

The visual communication within my products is fairly strong I would say as I needed to brand Noah & The Shed through the use of an image (a logo) so to make the audience understand that the design is related to Noah & The Shed I ensured the lettering used was readable and understandable. The main logo I designed is mainly typography based however there is a small illustration of a shed which is implemented into the text as the letter ‘A’ the reason for this was because it reads well and also fits with the meaning of the charity. Noah & The Shed build sheds for events all year round and also manage multiple events. I originally used just black and white for the logo as the tip I used from my research in Banksy’s rebranding was that if a logo works in black and white, then it will work in colour. However it worked so well in black and white I thought it would be best to keep it primarily in that colour but add a small amount of colour. From my research I saw that the company regularly used the colour green on their website. Green is a positive colour and charities are positive therefore I implemented a small amount of green in the logo design which I think works very well, especially after asking for peer feedback. The visual communication throughout my products is strong and the synergy between them is also very strong increasing the audiences awareness of Noah & The Shed as they will recognise the logo with the other products.

I do not believe that my products fail to meet the needs of the brief at all as I have successfully followed each step from the brief and completed every aspect that has been expect of me.

I feel as though the main strengths of my products would be the logo as it is featured in every product, including the promotional products. The reason why it is the main strength of my products is because it is the most important part of the rebranding, without the logo there would be no rebranding possible – everything revolves around the logo. The logo was by far the most complexed and time consuming part of this brief however I feel that it was worth the dedication and commitment as the design came out very well in my opinion and that of my peers. I don’t feel as though there are many weaknesses with this brief as I undertook lots of research, asked for peer feedback and also asked my charity for feedback regularly throughout this project and this has reduced/ minimised any, if not all weaknesses that were present.

Reflection of own working practises

When we were originally given this brief the deadline was extremely short for what was needed to be done, especially because some of us (including myself) wasn’t given a charity for a while which was extremely annoying as I couldn’t get started as soon as everyone else. Adding on to this my charity were extremely busy at the time of me being paired with them so I didn’t really have a full start of this project until I met my client properly on the 17th November which was very frustrating. Thankfully my tutor realised that some of us were struggling getting in contact with out charities and so extended the deadline of this project as otherwise I would never have had the chance to finish this brief within the original deadline. My time keeping throughout the project was very good as I managed to get knuckled down and finish the rebranding fast as I have 2 other projects currently going on at the same time, therefore I needed to finish off the project in timely fashion. Otherwise I would be extremely rushed for the other projects.

My understanding of the brief was crystal clear, I read the brief in-depth and had a strong understanding of what was expected of me. I had to rebrand my charity (Noah & The Shed) of which I was paired up with and I had to redesign them a logo, business card, letterhead and promotional items.

My research into Noah & The Shed was very good and in-depth, the reason for this was because I needed a crystal clear understanding of who Noah & The Shed are, what they does, how their branding looks now and how they appears in the public eye. The reason to know how they are seen in the public eye is because I do not want to be designing for someone/ something if it could cause conflict with certain people as it could ruin my reputation as a designer. The reasoning behind understanding what Noah & The Shed do is because it reduces the likeliness of me portraying them incorrectly in the branding. I used my research from HND1 about logo design as well as from watching a few YouTube videos about logo design and branding in general to get a stronger understanding about it which I felt helped me a lot.

I thoroughly enjoyed this project as I want to work in logo design/ branding/ advertisement side of graphics design so this for me was perfect. It has confirmed that this is the sub-genre of graphics design that I want to be doing once I have finished this course and go out into the real world. I believe that this has made me a better designer as well because I was able to progress in this different area of design.

Recently I have been working very well in my room at home which is peculiar as I am generally distracted with my computer or TV in my room. However I have redecorated my room and moved furniture around and so as the room has a different layout and colour theme to it my mind thinks it is in a different environment and I have been working and focusing much better. The environment is very important for studying and that has been proven by psychologists and scientists.

‘Good Design’ Evaluation

Throughout this project I have been as sustainable as possible, the reason why is because I haven’t needed to print any of my designs as the charity haven’t wanted to use my rebranding. If I am to print out my designs for my portfolio then I will ensure to print on standard paper first in order to find any potential printing errors and then afterwards print onto expensive printing photo paper.

I considered the ethical implications for this project and the main ethical implication was wether the charity I am redesigning for could cause conflict with certain people and if I was happy to design for them. I wouldn’t want my name labelled to a piece of design that many people would consider ethically wrong as it would negatively effect my name as a designer. In order to remove this potential I ensured to research in-depth about Noah & The Shed and made sure that I am happy to design for them as the rebranding won’t effect people in a negative way. The reason I thought about this was because I am a socially conscious designer and am always thinking about my future and how to progress and not just thinking about the design job (money) at the time.

For me I personally feel as though I have been more socially conscious in this project compared to previous projects as I have always been consciously thinking about ethical implications, how to prevent waste etc. I still believe that these projects are helping me more and more to become a socially conscious designer as each project I am improving.

My personal target in the future would be to always ensure that I am consciously thinking about how the audience could interpret my work, and to remove all potential upsets in my designs if need-be.


Meeting with the Client

On Friday 17th November 2017 I met with my client, Nathan from Noah & The Shed at Bluewater to discuss what he wanted for his charity and when he wanted the designs finished by. He is extremely busy at this time of year as it is the xmas season and he has tight deadlines (25th November). After talking to my client we have a few things that he would like done as soon as possible, things including gift wrap, posters for advertisement, price listings, banners etc. He is extremely open to diverse ideas and wants me to be as creative and unique as possible as he wants everything to stand out and be memorable – which is great! The deadline for this is the 25th November, however he has said that he understands it is a tight deadline and so doesn’t mind if it is finished a few days later. I am extremely excited to make a start on this project brief as I feel it will enabled me to really show off my design work and to gain a great understanding of how life as a designer is really like!

Charity Promotional Items

The promotional items for the charity were fairly straight forward because they primarily work on xmas markets, so I thought what do people at xmas markets wear? Jackets (as it’s cold), however they already have jackets for their company, Beanies? When originally meeting with my client she suggested that I could make pins/ badges, so I went ahead with this idea as well.

From this I decided to make 2 different promotional items, pins/ badges and a beanie. These can also be sold to customers around the make some money for the charity. Here are the variations I came up with for the promotional items.

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Charity Letterhead

Designing the letterhead for my charity, I found this the easiest out of the 4 parts of the rebranding, the reason being was because I had already designed the logo had designed a strong link between all pieces of design. The use of the green box with a white strip, the reason I used this was to increase the synergy throughout the products. As I had already came up with the ideas and the logo it was just a case of making the letterhead look professional, and to implement these concepts into the product and making it appear like a letterhead.

I started off from reviewing my letterhead from my previous work by reviewing the celebrity rebranding letterhead. After looking back at my peer feedback and tutor feedback I realised that there were some aspects of the letterhead that shouldn’t be used again as it can cause confusion. I used a faded image of Banksy in the background of the letterhead in order to make the letterhead have a professional look to it, with a ‘watermark’ effect. However my peers questioned this as apparently it didn’t look like a watermark, this could’ve been because it wasn’t the printed copy and the digital version didn’t portray it in the way I wanted it to. Due to this I decided to stay away from this entirely to remove this confusion.

I made some thumbnail sketches for the letterhead and I have shown them in the photograph below. I only made a few sketches for the letterhead as I felt it would be easier to design the layout on the computer as things would look better digitally than hand drawn sketches.


Moving on from here I used Adobe Illustrator to put my sketches together into a digital version and it looked much more promising. I made a few different variations of the letterhead by using multiple art boards however one design really stood out for me as it was simple, readable and effective which is what I feel makes a good letterhead.

I used a green rectangular box and placed thinner white rectangles above that layer giving a stripy look, the reason for this was to increase the synergy throughout the brief. Below is a high quality image of the letterhead.


Charity Business Card

Originally with the business card I wanted to use synergy between the logo and the business card as it will make the audience to relate the two together making the company more memorable. The business card need to be primarily black and white with hints of green throughout to compliment the logo.

I started off by making sketches for my business cards after I had design my logo, the reason for this was because the logo is my main part of the rebranding process and so you need to ideally wait for the logo to be designed in order to start designing the other parts of the rebranding process. Below are two photographs of some thumbnail sketches I made and also a final image idea that I wanted to go ahead with.

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From this I made up different digital variations again just like with the logo design as I felt this helped me to see which concept worked better visually. I made a few variations whilst in Illustrator, and I found this very useful using the multiple art boards as you can see the designs side by side and can decide which is the best by using peer feedback.

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As you can see I tried playing around with different variations, using different colour schemes, inverting some colours etc. and I came up with some really nice ideas and found it really difficult to choose the best business card. I asked my fellow peers and tutors as to which they preferred the best with thought of the easiest to read, the most commercial etc. This really helped me out a lot.

I used the logo itself to design the front of the business card, I took the shed that I already designed and shrunk it down in size, and also change the colour of it to white giving off the effect of negative space with the green background. For the back of the business card I used the logo and also used images from google as ideas for Facebook/ e-mail thumbnails and recreated them in Illustrator. The final design for the business cards are shown below in high quality

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Charity Logo Final

Once I had got my initial sketches and digital mockups of the logo I had to choose the best logo, by doing this I asked my peers and I also contacted my client about this however they didn’t want rebranding for their charity so there wasn’t a clear answer as to which they wanted me to go ahead with. My peers were extremely useful giving me some tips to improve the design, for example changing the font as sometimes sans serif fonts can be very commercial therefore I changed it up by using a serif font – here are the two comparisons side by side.

After a lot of consideration and asking for peers and tutors opinions I made my final decision as to go with the logo on the right. The reason for this was because the boldness of the text works well, it is clear, easy to read and all the letters are well spaced, whereas this proved difficult with the serif font.

The design process for this was fairly straight forward, I used Helvetica Bold font and wrote each letter individually and used the rulers and guides in order for the spacing to all be correct and work to the viewers eye. Here is a screenshot I took of all the rulers and guides I used, which is now slightly un-aligned however is because I have scaled up the logo after making the measurements correct.Screen Shot 2017-11-17 at 13.37.26.png

The design making the shed was straight forward, I made 4 lines, two of which were vertical and the other two were at the same direction of 45 degrees, I ensured that everything was symmetrical as it reads better to the viewers eye. I originally had the logo in just black and white, however from my research I saw that the company uses a lot of green throughout their website, therefore I decided to implement a little bit of green to the logo. The colour green is also associated with positivity, and as they work with charities, this is seen as a positive act. The colour green I used was #55B578.

I am pleased with the final outcome of the logo and I have added it at the bottom of this blog post in high quality.



Charity Logo Mockups

When starting the rebranding of my charity the main focus is the logo. A logo is how a company is pictured, if you think about Nike, you’ll instantly think of the tick, likewise with Apple, the distinctive white glowing apple logo. Therefore a logo is extremely important for the appearance of a company, many different aspects can change what a company is portrayed as. For example, the font, the colours, caps/ non-caps, size, 2D/3D etc. For my company ‘Noah & The Shed’ I feel as though the logo should be simple, clean and effective as it will have a clean message as to what they do. Limited colour as a large tip with logo design is if it works in black and white, it’ll work in any colour. Therefore I will initially work with black and white for the foundations and see if there is any colour needed.

I will show you below an image of some mockup ideas I had for their company logo. The logo sketch towards the bottom was the one I liked the most, however I decided to sketch them all up into a digital version just so I could get a strong visual of the variations with different fonts etc. Please click on the images to enlarge them.

Charity Brainstorming

When brainstorming about the charity I used a mind-map in order to get all my ideas and thoughts down onto paper, I used divergent thinking. I wrote things down as to what the charity wanted, hat their current logo is like? Are there any boundaries? Does the charity need anything? What is the target audience? I have added a photograph below of my brainstorming.




Charity Research

A lot of my research into the charity was secondary research as I used the internet to find out different events they hold throughout the year and what their main goals are. However I also undertook secondary research as I spoke to Claire and she told me the main details about the charity, what goes on, who’s involved and what their goals are. I found this extremely useful as it gave me a large visualisation of the charity overall.

From researching into the charity online I noticed they have 2 different variations of logos which I found peculiar. The two logos are added underneath here, the black and white one was from their FaceBook page, and the other from their website.

From this I will ensure that I ask Nathan as to which is their most up to date logo and which they prefer, as this will help me when trying to rebrand the charities logo. Below is a photograph of my research notes and some logo thumbnails on an A4 piece of paper.