350 Bay Area Action Rebrand
350 Bay Area Action is an environmental group that promotes positive climate policy. It is the legislation arm of 350 Bay Area. I worked with this group to strengthen key aspects of the brand. The existing brand was too passive, which worked against its goals as an advocacy organization. I led a team to design new brand elements that could be easily leveraged and replicated by its largely volunteer staff.
Client
350 Bay Area Action
Roles
Communications Director, Art Director
Refreshing the brand
Working with designer Sara Thayer, we focused on elements which would help communications be more strong and clear. Legislation is already confusing. Visuals needed to feel very organized, simple and bold. She developed a color system to help people discern the type of information they were receiving (example: teal = clean energy). With so many initiatives, color could help oriented members. We combined primary colors and geometric shapes to make the layouts feel more energized, but simple.
Expanding the graphic assets
We aimed to make brand assets easy to use, since volunteers would be the primary creators of graphics. We built a library of shapes so content creators build dynamic, yet consistent compositions.
Building sample layouts
We created sample layouts using social media as a way to test the new design system. . The colors and shapes worked well together, providing variety while still looking consistent.
Crafting branded icons
We created a style for the icons that would ensure consistency as volunteers leveraged them in various communication channels. Solid fills and brand colors created a system that was easy to replicate.
