Outreach Edmonton is a group of family & friends who serve those in need. The group started out with just a few people and now has several volunteers who serve every Saturday. They provide food, clothing and lots of love to those experiencing homelessness and low income living. What makes Outreach Edmonton different is that they serve on the street and seek to build genuine relationships and encourage one another. Its kinda like a family BBQ where everyone gets to have some good food & great company.
The challenges Outreach Edmonton faced was that they needed a professional identity for their group for when they asked for donations or inquired to the city for resources. They also needed an identity people could recognize and trust when reaching out to potential volunteers, and something that spoke to those they serve. Along with the identity, they also wanted to better understand who they are, specifically their vision and mission. We began by first understanding who they are and worked together to unearth their brands heart, essence, and who their audience is. Once we understood who Outreach Edmonton is, it gave direction for the visual identity. The identity was inspired by their personality, heart, and audience.
The visual identity needed to communicate kindness, joy, hope, and a welcoming/inclusive spirit. I was inspired by the people they serve, that despite their current situation they are always cracking jokes, helping out, and are thankful. Outreach is something they look forward to every week and it gives them hope. So the colours are bright, not only to express joy and humour but also to embody that hope. The brandmark symbolizes both giving and receiving and the idea of friendship and community. I also used colour to show the diversity of those who serve and those they serve, making everyone feel welcomed and remembered. I paired the robust colours with smooth illustrations and thick lines to create something loud and balanced.
Also, the colours and the circle symbol used in the visual identity are inspired by the indigenous community. Around 61% of those experiencing homelessness in Edmonton identify as indigenous, majority Cree, so it was integral for them to feel seen and honoured.
Also, the colours and the circle symbol used in the visual identity are inspired by the indigenous community. Around 61% of those experiencing homelessness in Edmonton identify as indigenous, majority Cree, so it was integral for them to feel seen and honoured.
Project services: Brand Development, Logo Design, Visual Brand Identity
