CASA SHEILA REBRAND
Rebranding + Motion design
A fresh start: Rebranding with purpose
More than half of existing non-profits do not receive adequate funding to support their programs such as design and marketing. So, we created a creative rebrand for the organization to empower the impactful work they are doing in hopes of reaching more donors, gathering more volunteers, and increase animal adoptions.
Timeline: 7 Weeks
Team: Catherine Huynh & Myself
Role: Visual Design | Motion Design
THE GOAL
To build a brand identity for Casa Sheila Animal Welfare detached from their current logo to give a cohesive, connected face for the non-profit and to better highlight their goals of education and attracting an American donor base since they are based in San Jose Del Cabo, Mexico.
TO BEGIN
As we continued looking through Casa Sheilas materials, we found a immediate disconnect. The current site and branding (or lack thereof) is impersonal, bland, and uninspired.
While exploring their large collection of photos, it became clear that the non-profit is anything but that, it's a colorful and rich experience. This is where we started.
Current Website
Their photos
AUDIENCE
Being a non-profit in Mexico, Casa Sheila has neither the funds or the proximity to easily get the word out on the work they do.
The goal is to bridge this gap through design that better reflects what Americans see and typically expect from a reliable non-profit that they would trust to send their donations to.
INSPIRATION
Looking to fun branding, other non-profits, and animal based companies for inspiration, without the limitation of the companies old logo we pulled inspiration freely. This led to us cultivating a visual direction that is vibrant, clean, and fun.
What we saw
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Movement
Continuation and flow via connecting lines which led us to expand our heart visual into a longer line
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Inspiration
Bold colors and calls to action, the current brands colors felt dull by comparison, when looking at other well branded animal groups (Zoos for example) we noticed vibrant visuals and words we wanted to emulate
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Depth
We saw the same hues become even more striking through differing values, part of making our brand stick to these bright colors that can't always be overlapped was achieved through layering the same colors, bright and dark.
FIRST ITERATIONS
After lots of deliberation we narrowed our scope to a new color pallet and pssoble logo. Upon user testing and critique from visual designers we found that while people liked the direction of the logo, it felt generic and didn't match the organization as closely as it could. Back to the drawing board!
FINAL BRANDING
After many rounds of feedback and user testing, we finally settled on a brand identity that hit all our marks and that encapsulates the heart of the organization.
