Brand: Proof FTW
Location: United States
Industry: Workplace Justice
Business objective: Educate customers on tracking illegal work events, connect them with local lawyers, and build a job board with listings by employers that have signed a fairness pledge.
Brand Mission: Make the workplace suck less for everyone by empowering
American workers to fight back through tracking & collecting proof of work abuse.
Target Audience: US workers in low-paying jobs, mainly women, feeling betrayed, helpless, and isolated.
Design vision: Youthful logo that stands out from today’s minimal aesthetic. Something that clearly symbolizes what the brand is all about - fighting for human rights.
Design problem: Create a brand identity that evokes friendliness and
approachability, but without undermining professionalism and authority.
Solution: The logo suite is based around the raised fist and an ink pen, with variations suitable for different contexts of use such a web, social media, print, and marketing.
Typography & Color: All of the illustrations and type are hand-drawn, and orange
was chosen as the main color as it symbolizes freedom and determination.
Process: We explored three different concepts for the main logo. Once we selected and refined the main logo, we moved on to Social Media Visuals: avatars, banners, and post templates for Twitter, LinkedIn, and Facebook designed to increase brand recognition and support the brand message.