The Power to Lift
As an organization started via grassroots activists looking to ensure San Francisco long-standing reputation for safe harbor of diversity and discovery, the identity needed to reflect the strength of its founders and current team. A Great Idea worked strategically with EDC leadership to identify logo and graphic design approaches that pulled from the current identity while establishing stronger balance and definition of how the organization wanted to share its story. One major shift in the approach was to incorporate a subtle arrow in the knocked out house of the mark, which suggests elevation, improvement and a way forward for many who struggle with housing in the city.
The Brand Block
The final logo and brand shifted the palette to a strong red and black softened with the mark’s rounded letters, now in balance with each other. Keeping the logo compact in its horizontal and vertical forms also allows the organization flexibility for use in print and digital design.
Evolving the Online Experience
As part of the brand update, the organization’s WordPress website needed to reflect a cleaner approach than its predecessor. Through sitemap and wireframes, A Great Idea guided the user experience conversation in reconfiguring the current content and reordering new content to better align to the organization.