Working on rebranding SERVE, I had to consider how to use familiar aspects of the brand, from its previous social media messages (somewhat needy) to its colors (a bit disparate). The goal was to give the brand consistent narrative elements, a strategy based in storytelling.
By using lively colors with clear distinction between background layers and accents, I was able to give SERVE media a hierarchy that leads readers through information-dense communications.
While working with the visuals, I was suddenly asked to add a new font to the SERVE vocabulary. To include it seamlessly with the existing fonts, it was best to establish another hierarchy here.
Finally, I brought in all colors to a more harmonious palette, and softened the orange so it played better with the others.
Having written more narrative posts that are supported by strong design elements, I was able to increase engagement with the SERVE brand, and interest SCAD students of all backgrounds in volunteering.
Updated original work by Sam Rodriguez (art direction).
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