Based on the initial research conducted in the previous 5 posts I will now go on to develop a multi-channel web-based marketing strategy for my chosen non-profit organisation which is TimeBank Hull and East Yorkshire.
Project Goals
For this project the goals are as follows:
- Create a cohesive brand identity that stands out by using conceptual design to create a unique logo and visually appealing branding that conveys who TimeBank are.
- Create a user friendly and accessible website that has clear call to actions which lead to TimeBank meeting their goals.
- Create an multi-marketing strategy that allows TimeBank to continue to produce content in keeping with their brands style and includes templates making it quick for them to create content.
- Use web technologies that ensure all the above align with sustainable and ethical practices.
To confirm TimeBank’s problem space was understood, and the above goals aligned with theirs, I contacted Kate MacDonald, the creator of TimeBank.
Kate agreed that these points be included, and additionally she would like a focus on collaborators/partners of TimeBank and broader vision/bigger picture of solidarity economics.
Initial Design
Logo
To start the process of creating a new brand identity for TimeBank I continued to add associated words and thoughts to the list mentioned in the conceptual design section of the previous post. The concept that evolved from this list was a clock with human arms as the hands, please see below:
After a few variations of this logo were sketched it wasn’t conveying the message of TimeBank. It didn’t display the sense of community, and it felt too focused on the transactional element of ‘time’ which is an aspect that Kate had said isn’t as important, it’s more about “people just start sharing”.
After watching a video by graphic designer, Abi Connick (2024) I felt inspired to create a brand identity using similar steps to her.
Step 1 – Inspiration
Using Pinterest I created a board of inspirational logo’s using prompts such as: helping hands, community, nature logo design and non-profit logo design.
From this Pinterest board I created 2 mood boards, each dedicated to a different style.
Step 2 – Typography
The next stage of creating a logo that expresses the tone and sentiment of TimeBank was finding a typeface. Please see below a variety of typefaces, I highlighted elements that I liked and annotated them.
Step 3 – Customise
To ensure that TimeBank’s logo has meaning and stands out from competitors I wanted to incorporate elements from the inspirational mood board like the high-fiving hands as a representation of helping hands and community spirit. Please see below the development of the logo suite:
Additionally, the ‘Tomarik’ typography was customised by incorporating the style of the ‘m’ from ‘Patrick Hand SC’ as it looked like a bridge. I included this within the logo to indicate TimeBank’s bridging together gaps in society or “bridge to connection” which is a phrase Kate used during a meeting.
Step 4 – Colour
Now that the logo suite had been created it was time to experiment with colour, this included inverting the logos to confirm they work on a coloured background. Please see below a variety of colour palettes that were created with nature, community and positive social change in mind.
The chosen palette includes blues, green and yellow to represent nature. The yellow and pink have a warmth that symbolize happiness and TimeBank’s welcomeness to all. The charcoal colour will help with the corporate style for communicating with prospective collaborators and partners.
Additionally, during the development of the logos a tagline to potentially be included on the homepage of TimeBank’s website was developed.
Time to reach out, time to connect, time to share, TimeBank (or Time to TimeBank)
During the research phase, TimeBank’s website was quite clunky in the explanation of what they do, a quick to read, snappy tagline may peak users’ interest in TimeBank.
References
Connick, A. (2024) Logo Design Challenge: 10 min vs 60min vs 5hrs! [Video]. https://www.youtube.com/watch?v=BO-ShW9Ekwg&t=2s [Accessed 26 November 2024].
Mood Board References
Awwwards (2015) 99 Creative logo designs for inspiration. https://www.awwwards.com/99-creative-logo-designs-for-inspiration.html [Accessed 17 November 2024].
B & B Studio (2019) B&B Studio brands Dalston’s new ‘Soda Lights’ range. https://www.logo-designer.co/bb-studio-brands-dalstons-new-soda-lights-range/ [Accessed 17 November 2024].
Brown, H. (2024) Handy. https://dribbble.com/shots/2641934-Handy [Accessed 17 November 2024].
Chan, A. (2024) Brand mascot family. https://dribbble.com/shots/14512378-brand-mascot-family [Accessed 17 November 2024].
Dantas, G. (2016) 36 days of type: exercitando a criatividade com letras e números. https://www.designerd.com.br/36-days-of-type-exercitando-a-criatividade-com-letras-e-numeros/ [Accessed 17 November 2024].
Employment Hero (2024) Employee learning management system. https://employmenthero.com/products/employee-learning-management-system/ [Accessed 17 November 2024].
Floreleroy Designs (2024) The dairy farm [Instagram]. 44 weeks ago. https://www.instagram.com/p/C2vKEv8rlJC/?img_index=1&epik=dj0yJnU9RWpmbHJhbGZXNXd3eTZKSHpucXBKNjN5ZTJXVHNhTlMmcD0wJm49dDRvcE94MXV4V3ZWUnRqSjdzR1A3dyZ0PUFBQUFBR2M1SDBB [Accessed 17 November 2024].
Kövecses, A. (2024) Simple organic shapes – Digital collages by Hungarian illustrator Anna Kövecses. https://the189.com/art/simple-organic-shapes-digital-collages-by-hungarian-illustrator-artist-anna-kovecses/?epik=dj0yJnU9X1dwVlpLUzdVUzJ0TFkyazQtT2RzRFlrdWFpSTNHRGkmcD0wJm49czYtbHBxM0s2UzRpZjNOZ1VEdWl0dyZ0PUFBQUFBR2M1Rlow [Accessed 17 November 2024].
Neimand, A. (2023) How to Tell Real Stories About Impact. https://ssir.org/articles/entry/how_to_tell_real_stories_about_impact [Accessed 17 November 2024].
Niceshit Studios (2024) Join the conversation. https://www.behance.net/gallery/82966197/Join-the-Conversation?tracking_source=best_of_behance [Accessed 17 November 2024].
Rindal & Co. (2024) Invisible hands. https://www.rindalco.com/invisible-hands [Accessed 17 November 2024].