Local Business Rebrand
Case Study
Project Overview:
Demonstrates my ability to create an updated brand complete with professional mockup presentations and a brand guidebook.
Title:
Big Sky Ranch Animal
Sanctuary Rebrand
Software:
Adobe Illustrator,
InDesign, Photoshop
Deliverables:
-
Logo Design
-
Stationery Design
-
Brand Guide
-
Mock-ups
Brief:
Determine and research a local small business that you believe could use an updated logo/brand. 5 weeks of sketching to discover 2 successful options that solve the design concerns of the current logo.
About the Client:
Big Sky Ranch Animal Sanctuary. A non-profit animal sanctuary for abused and unwanted animals of all shapes and sizes, located in Kemptville, ON. They believe in providing animals of all shapes and sizes a "Safe Haven" for a second chance without a time limit and improving relationships between animals
and humans.
*Before Rebrand
Problem:
Their current logo is dated and could use a more professional update for the business to be taken more seriously by today's society. There is too much detail and too many colours to be a strong logo design.
Rebrand Objective:
To increase animal adoptions, sponsorships (individual and corporate), and volunteer participation by creating a new friendly, approachable, yet professional appearance.
Target Audience:
Industry — Animal Rehabilitation & Adoption, Non-profit.
Primary — Ottawa & surrounding area citizens that are passionate about fair treatment and care of animals.
Secondary — Ottawa & surrounding area citizens interested in volunteer work.
Demographic — Ages 12-60, all genders.
Ideation
Moodboard & Sketching
Mood Board:
A friendly and fun-focused mood demonstrated by bright colours and rounded graphics. Illustrations that create a feeling of love, care, and connection between animals and humans.
Feedback:
Explore 5 more versions of sketches 1 & 4 + 10 new concepts
Feedback:
Explore 5 more versions of sketches 11 & 12 + 10 new concepts
Feedback:
Sketches 4.1-4.8 are too busy!
Create a simpler concept
Conducted more research and found that sketches 11.1-11.6 were too similar to another logo
Feedback:
Explore sketches 35.2 and
41 digitally
Feedback:
Continue with sketches 36 & 35
Good composition and simple, friendly graphics!
First Drafts
Exploring Two Strongest Concepts
Final Feedback:
The digital drafts were difficult to choose between but the decision came down to the logo that incorporated the human figure since the client focuses on creating better relationships between animals and humans. The animal graphics with less detail were preferred.
The red barn is a landmark of the sanctuary but it's not the main focus of the client's key messaging — as a compromise, an icon created from the red barn will be used in other design elements.
Final Design
Final Logo & Mock-Ups
Solution:
In the Details — Red-orange was chosen as the primary logo colour because of the warmth it gives off and to represent the red barn that is a landmark on the sanctuary property. The typeface combination of the wordmark creates a Western ranch feel. The rounded corners of the serif font set a more casual, friendly tone, and the script font pairing adds a fun, lasso-like idea.
To convey the message of Big Sky Ranch accepting a variety of different animals to be rehabilitated, the animal symbols vary from dogs to cows. It also incorporates the theme of rebuilding animal & human relationships. The animal symbols were made with rounded shapes and corners for a family-friendly approach. Although it is friendly, the simplicity of this logo carries a professional tone.
