Animal Welfare Legacy of Central Pennsylvania is a fictional no-kill animal shelter in Scranton, Pennsylvania. They are hosting a barn-raising event to help them build a new shelter since their previous one was damaged. The client needs donations of money, supplies and volunteer time.

The underlying theme of the barn raising event for the no-kill animal shelter is community building, and the inspirations in the RFP are Amish barn raisings and Habitat for Humanity. I did not want to be too literal with either inspiration. The target audience is adults ages 18-50 of all races who live in the Northeast U.S. (Pennsylvania, New York, Delaware, Connecticut, Rhode Island, etc.), have a median income of $35,000, have a general interest in do-it-yourself projects and have a passion for animal welfare. Because of the younger demographic, I want to have a more updated feel to the logo and other assets. 

The process began with sketches of potential logo options. The goal here was to work through all ideas to see what was feasible in terms of scalability, reflecting the brand for the event and capturing the attention of the target audience.

I also selected potential typefaces to incorporate in the logo. I knew that I wanted text that would be either modern, be similar to what would be used as a stencil on wooden crates, or both.

After receiving peer feedback, I selected some of the sketches to recreate in digital form. Seeing them digitally was a way to further iterate my work and see which one was the most readable and scalable, and to see which typefaces paired the best with the icons.

I received additional feedback to help decide which digital concept to select and further refine by balancing out the negative space.

Logo concept 6f became the final version of the logo prior to adding color. The moodboard would be what determined the colors for the logo.

The logo was the first step in defining the brand identity for Barn Up, so the next step was to develop a moodboard that would be the basis for the colors, images and textures for any related assets. Three moodboards were created as potential options.

Moodboard A is a focus on the idea of community building, which would be necessary for the charity project to succeed.

Moodboard B is a focus on the target audience, the ones most likely to donate to or volunteer for the cause.

Moodboard C is a focus on volunteerism, a major component of the project.

Moodboard A was selected as the final moodboard and modified to include fewer images and the brand attributes, and the logo was updated to reflect the color scheme from the chosen moodboard.

According to the RFP, the client wanted to have stationery to coincide with the fundraising project. A letterhead, business card, notepad and envelope were designed according to the moodboard guidelines.

A wood grain watermark was incorporated into each design, and the logo was also added as a watermark to the letterhead to reflect authenticity.