T H E P R O B L E M

Outdated visuals and a lack of brand awareness

Our goal for this project is to create brand awareness and drive more donations

T H E S O L U T I O N

A visual overhaul, a new logo, and branding guidelines

C E O I N T E R V I E W

Understanding the ‘heart’ of the HUGs Project

When taking on this project, I knew that it had to remain patriotic and identify with our country and military. However, I knew that I could benefit from more information

I personally contacted The HUGS Project and was able to sit down and interview the founder of their organization. This allowed me to really understand the heart of The HUGS Project and the tone they would like to convey within their brand

L O G O D E V E L O P M E N T

How can I bring this logo up to date without taking away the heart of the brand?

Using my iPad and a program called procreate, I was able to rapidly ideate

Sticking with the 3rd ideation shown, I began to refine

B R A N D I N G G U I D E L I N E S

Guidelines create brand clarity

Below is a slideshow that contains the new and updated branding guidelines for The HUGS Project

M A R K E T I N G A S S E T S

Poster series and trifold brochure

N E X T S T E P S / C O N C L U S I O N

Reflections + Next Steps

Interviewing The HUGS Project and fellow veterans in my area allowed me to empathize with future donors and recipients. By empathizing, I was able to successfully rebrand The HUGS Project and establish their tone. Going forward, I recommend that The HUGS Project:

• Advertise.

  • Take advantage of the poster series and brochure explaining who The HUGS Project is and how people can help.

• Implement the new branding for The HUGS Project.

  • Hold an event allowing past and current donors to be made aware of these changes as well as bring in new potential donors and/or volunteers.

During this project, I empathized with potential donors and recipients to understand what they are wanting in a non-profit organization. I defined the problem and goal, and ideated multiple logo options.

If I were to continue this project, I would then create prototypes of social media ads, flyers, and any other advertising material, implementing all of my suggestions above. I would then test these prototypes with potential donors. Through testing with the users, I would be able to learn whether or not the changes meet potential donors and recipients’ expectations for tone of voice, understandability, and visual design, as well as, increase their chances of participation.

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