In Spring 2023, I completed an academic project to redesign and analyze a brand’s identity by creating a full brand book for Tilth Alliance, a Seattle-based nonprofit focused on food sustainability, equity, and health.
Tilth Alliance’s design and website can be further developed to better reflect its mission. Inconsistencies between its website and social media weaken its visual identity, and minor site inconsistencies reduce audience engagement.
The goal of this project was to reimagine the brand’s identity to better connect with their audience, convey their mission, and clearly define its visual engagement through its primary mediums.
I first started this project by researching the brand I was to be "working with."
Tilth Alliance, a Washington-based nonprofit, promotes food sustainability, equity, and health through hands-on education in gardens and partnerships. They connect volunteers in order advocating for accessible, sustainable produce, focusing on local communities.
From analyzing the brand's design and their values, I listed a few strengths and weakness that would be addressed in the redesign.
This analysis allowed me to explore creative opportunities later on while ideating.
To get a better understanding of Tilth Alliance's general audience, I combined the research findings as well as their offered services to craft a few personas.
I based my moodboard on fun, earthy colors while also invoking a sense of community and companionship.
There are a variety of different sorts of images, illustrations, and palettes that I found to match the themes of the brand.
Starting off with the logo re-design, I wanted to go beyond the current logo as much as possible and infuse my own creative image.
Receiving critique and feedback, I narrowed down my logo designs to just a few, creating more details sketches. The last option was another design that I did after the original set of sketches.
Presenting these refinements for more critique, I decided on the last design, smoothing out the text and curating the general structure.
And as a part of the general project, I decided to design a single flow, and a sample UI of a potential app for the brand.
Brand Elements & Designs
Below is a comprehensive overview of all of the re-designed elements for the brand. This includes additional UI/app specific design components.
LOGO
BRAND COLORS
Broccoli Green
#758C39
Spring Onion
#BDDF66
Vanilla
#FFFCF8
Dandelion
#FFCC5C
Grape Tomato
#F58772
TYPOGRAPHY
UI COMPONENTS
I focused on designing the end-to-end volunteer event sign-up flow for the app's design.
I compiled all of the finalized re-branding work into a comprehensive brand book.
Read through it to see more details and information regarding the overall design process:
I personally really enjoyed this project; and though it was for academic purposes, I was given a lot of creative freedom to experiement and try something new.
I find that the world of visual design is truly something different compared to the usual UX design. But one this is certain is that they're both needed to work together to create a cohesive interaction and visual experience.
