Boys and Girls club Rebranding
This was a spec rebranding project done for the Boys & Girls Club of America. Although this never went to market I still wanted to include this piece. The objective was to visually redesign and market their brand personality. The Boys and Girls Club wants to be perceived as a safe inviting place where kids have an opportunity to grow and reach their fullest potential. The goal was to increase brand awareness and reconnect club members as well as donors to the Boys and Girls Club's mission.
Due to equity in the company's established logo it was important to keep their trademark symbol but slightly update it. In the revision the legacy blue was updated to soft teal. This took away the male gender dominance associated with a darker blue and made it more relatable to everyone. This better aligns with the company's views on equality. Changing to teal also moved it out of a financial or insurance related feel. Edges were rounded to create a softer feel.
The font was changed to Gotham, a font which was inspired by the hand drafted lettering in a city. It has a hard working and honest tone, which is perhaps why President Obama used it in his 2008 presidential campaign. The title "boys & girls clubs was previously all caps but with the font change came a move to a more approachable lower case. Gotham's classic form enables the lowercase letters to have authority while still extending a friendly invitation. "OF AMERICA" was kept in full caps but in a lighter weight to show leadership and strength without overwhelming the company title.
Each window opens to one of our main letters with the addition of a positive message connecting the Boys & Girls Club new secondary design elements to the company's vision.
STATIONARY, BUSINESS CARD and a LEAVE BEHIND also included
- Project Roles
- Creative Director, Designer
- Boys & Girls Clubs of America
- Adobe Illustrator, Adobe InDesign, Design