Season of Service is meant to bring associates from different parts of the company together in order to achieve great things while supporting communities in need—through crucial fundraising and volunteerism.
Community service advocates in the company were developing Season of Service and needed a brand identity that could be utilized for its debut campaign and annually afterwards.
Create a brand package that energizes associates, enables captivating storytelling, and celebrates positive impact for communities in need.
After exploring many variations of symbols that represent compassion, I focused heavily on hearts. To represent energy, I used simple design elements that look like bursts. Utilizing the brand colors, I chose to use them to make the logo look joyful and bright.
I tied all communications and branded materials together in order to maintain a cohesive visual experience. Since it was a newly developed program, brand consistency was imperative to building a positive reputation.
Deliverables included: Poster boards, digital displays, social posts, emails, etc.
The campaign for the first year of Season of Service was so successful that the department made volunteer history by the end of the program. Through seamless communications and storytelling, the associate experience was positively influenced so that people not only felt good about volunteering but also were open to sharing their experiences through social channels.
