Supporting Various Wants: A Rebranding Case Research


When recrafting an organization’s branding, the designer’s job is to make the corporate distinct, reliable, and memorable to its best clients. On this Q&A, model designer Bari Keenam discusses how he overhauled the branding for Inclusive Way of life, an organization that gives person-specific assist and providers for folks with disabilities, by highlighting the corporate’s core values of empathy, belief, and inclusion. This interview has been edited for readability and size.

Q: Inform us about your self.

I’m a model designer from Nigeria who helps firms communicate to and join with their clients. Earlier than exploring model design, I used to be a videographer and net developer and have additionally labored in advertising. Now I exploit my various talent set to assist firms enhance their picture, entice and retain clients, and drive gross sales. One of the crucial rewarding elements of my job is seeing an organization develop on account of my contributions.

Q: How do you outline model design?

Folks usually assume model design boils all the way down to the brand, however that is solely a part of it. Certainly one of my favourite model designers and writer of The Model Hole, Marty Neumeier, says {that a} model is “an individual’s intestine feeling a few product, service, or group. …It’s not what you say it’s; it’s what they are saying it’s.” I believe, subsequently, that model design is about crafting client notion—and growing methods and merchandise that resonate with these customers.

It’s like fixing a puzzle. Branding parts—from logos, colours, and typography to illustration and pictures—symbolize totally different puzzle items that have to be put collectively appropriately. At each step of the design course of, I mirror on how folks will understand and work together with a model. It’s all about creating emotion and understanding exactly what the person’s response will likely be. I like this facet of design as a result of it applies to each firm—be that nonprofit or non-public. Regardless of your group, model design is paramount.

Q: How did you grow to be concerned along with your rebranding shopper, Inclusive Way of life?

I had simply completed a job in South Australia, and Inclusive Way of life, one other South Australia-based firm, heard concerning the undertaking and favored my work. They reached out to see if I might be all in favour of serving to them refresh their branding. I hit it off instantly with Ayiba-Tare Raine, the CEO, who can be of Nigerian heritage. He was answerable for the advertising staff and can be my major contact. I believe stakeholder involvement in high-level design selections is essential to a undertaking’s success. Tare was current at each advertising staff assembly. If he wasn’t in a position to be there, we rescheduled.

Q: What was the corporate’s elementary branding problem?

Inclusive Way of life’s branding obstacles started with its emblem. The corporate supplies assist for unbiased dwelling, mentoring, and psychological well being care providers for folks with bodily, neurological, and mental disabilities in South Australia. With an emphasis on “person-specific,” the corporate’s mission is to supply customized care to each participant.

The unique emblem icon, designed by the CEO, is a circle composed of peace indicators set in rainbow colours. This icon is meant to symbolize the group’s values of empathy, belief, and inclusion. In actuality, clients perceived the rainbow motif and colour palette to be consultant of the LGBTQ group. The message of supporting folks with disabilities was getting misplaced.

The orignal logo and logotype in a rebranding case study: On the left, a circular motif comprised of multicolored peace signs. On the right, the company name Inclusive Lifestyle in black.
The unique Inclusive Way of life emblem and logotype earlier than its redesign.

To complicate issues additional, there have been technical points that made the brand onerous to make use of. It had been created in Photoshop as a raster file, with a restricted decision that was simply pixelated when resized. Switching to a vector file in Adobe Illustrator, I stripped the brand all the way down to the fundamentals and commenced engaged on an adaptation that may extra clearly symbolize the corporate’s core values and mission.

The brand was making an attempt to say an excessive amount of. This jogged my memory of what world-renowned graphic designer Sagi Haviv says on this course about decreasing the variety of particulars in a emblem to what’s mandatory for outlining an organization’s distinctive promoting proposition. He encourages decreasing the “accountability” of the brand (in defining the corporate and correctly representing it) and transferring it to different model parts, such because the mission assertion, tone, and tagline. I agree: We frequently anticipate an excessive amount of of a emblem. In lots of circumstances, the answer for a busy emblem is to strip away the burden of that accountability and let the remainder of the model id do the heavy lifting.

I began by fascinated by the first viewers: the households of the people needing incapacity providers. Every household’s scenario is exclusive, and but all of them want the identical factor—options and assist in order that their family members can dwell comfortably and independently. I needed to make sure that no matter their wants, they might see the brand and really feel assured that Inclusive Way of life may assist. This course of concerned a number of design iterations and cautious choice of the brand design parts.

A comparison of the old and new Inclusive Lifestyle logo icons in a rebranding case study. On the left is a circle motif of multicolored peace signs. On the right is a circular motif of multicolored flower petals.
The objective was to align Inclusive Way of life’s branding extra intently with its core values with out alienating clients acquainted with the unique emblem.

Q: How does the brand new emblem differ from the previous one?

The brand new emblem is a simplified model of the unique that stands out from the competitors and resonates with the audience. I began by homing in on the icon. The highest left icon within the black and white picture was an try at vectorizing the unique emblem icon. Tare didn’t need to lose the round essence of the unique icon that current clients had been acquainted with. The underside left icon is an summary butterfly, an try and display the members’ empowerment.

Five black and white Inclusive Lifestyle logo icons in the company’s rebranding case study. One has hands making inward-facing peace signs, another is a butterfly, and three are made of flower petals.
The brand new emblem icon, chosen from these 5, goals to focus on every participant’s journey of progress and empowerment with Inclusive Way of life.

Finally, I selected the middle icon, a last iteration on the icons on the best within the black and white picture. I stored the round motif, representing group and security, however changed the peace indicators with flower petals. The flower represents the members’ progress via their interplay with the corporate; the petals level inward for instance how the Inclusive Way of life groups deal with every participant’s particular person wants.

Subsequent, I labored on the colour palette. I favored the unique colours, however I wanted to discover a method to differentiate them from logos related to LGBTQ service organizations. I experimented with totally different shades of purple (usually regarded as the colour of braveness and bravado) and blue (usually related to calm and belief). I additionally toned down the brand’s colour palette by barely decreasing its saturation. I needed to create an iconic look that may give folks a way of tranquility and safety. The mistaken font or colour scheme would possibly make the brand seem somber or sterile—like a hospital—which may set off unhealthy reminiscences and make potential clients look elsewhere for providers.

With the icon simplified, I then shifted my focus to the typography. The first font is Biennale, a sans serif with an ethereal really feel. The letter spacing was designed to create a way of serenity and calm.

Inclusive Lifestyle’s rebranding case study: the new logo and logotype within a grid.
The brand new emblem makes use of shades of purple and blue that evoke a way of calm and belief.

Q: What different branding parts did you replace?

Making a fantastic first impression on a number of platforms, particularly at gala’s and commerce exhibits, is essential to Inclusive Way of life’s model technique. The sales space, banners, promotional swag items, and enterprise playing cards all wanted to inform a visible story that may evoke a way of confidence and professionalism.

Inclusive Lifestyle’s rebranding case study: a selection of the company’s promotional swag and business cards per the new branding guidelines.
Inclusive Way of life’s up to date model model information helps the corporate persistently talk the model throughout print, digital, and social.

To assist them inform their story and talk the model persistently, I produced an in depth model model information, a template from which to create all of their advertising and promoting supplies, together with print items, social media posts, billboards, and enterprise playing cards. The language and narrative are additionally specified. For instance, the model voice ought to at all times be human, pure, and relatable. Visuals must be paired with uplifting narratives. We use phrases like “As a result of they will” to speak the message that the shoppers can dwell independently with the corporate’s assist.

With the brand redesigned and the model information accomplished, the corporate then commissioned me to restyle the web site following the rebranding tips, a undertaking I’m engaged on now.

Inclusive Lifestyle’s rebranding case study: a billboard on the side of a building, advertising the company Inclusive Lifestyle. The billboard reads “Because they can!”
Inclusive Way of life’s mission is to supply person-specific assist and care to folks with a variety of disabilities.

Q: Sounds just like the shopper was completely satisfied. What had been your key takeaways from this undertaking?

I discovered find out how to talk with a various viewers. Incapacity is a broad spectrum, and it’s usually a problem to speak successfully when your viewers has various wants. I relied on my analysis to assist me empathize with the audience all through the design course of. These are people who find themselves going via loads, so if my work contributes to enhancements of their lives, I take into account it an enormous win.

I additionally discovered that it was vital to be versatile when working throughout time zones. The nine-hour time distinction with this shopper was difficult, however we made it work with some changes. I usually had conferences between 11 PM and a couple of AM, and typically I needed to get up at 5 AM to fulfill a deadline. And sure, I received some cellphone calls in the midst of the evening! However this was all value it ultimately. The staff was pleased with the rebranding and cherished displaying the banners with the brand new emblem at their occasions. They felt extra assured competing with their bigger rivals and will talk and join with potential clients in a way more significant approach. As for me, this undertaking was a useful expertise and even landed me some new leads with different Australian firms.


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