Brand Redesign: The Kent Richard Hofmann Foundation
Visual Identity for non-profit granting organization
Visual Identity for non-profit granting organization
The client wished to breath new life into a tired, early-stage visual identity and to improve user experience of the online application process via its website. The point of departure was the architectural background of the foundation's namesake. All elements of the existing visual identity were up for review. a new mark and system of colors and fonts that could be extended across a new set of stationery pieces and the user interface of a redesigned website.
Key Character Traits: clean, contemporary, warm, caring, reliable, strong
Inspiration: After the project kickoff where the client and I discuss the project goals and organization's aspirations, I do a phase of visual research to source references that will help the client better articulate what resonates with them and their brand characteristics. This process helps us create a common language, setting us up for success in future feedback conversations.
Final Logo
The final result is a clean, monolithic letterform that can symbolize the foundation. The shading harkens classical architectural forms capturing and reflecting light. The wide and geometric custom typography was designed to resemble the architect's penmanship. The blue colors were selected as a nod to blueprints and the paper chosen for the stationery elements reflects the warm, hospitable nature of granting wing of the organization. The blue leading lines adds a touch of whimsy to the 2nd page of the letterhead.
The next application for the rebrand was a refreshed web experience. The client wished to maintain a simple editing framework for their 6-page site. The goal was to reduce the number of ineligible candidate applications that the small organization fields so freeing up their time to focus on qualified candidates. Our approach was to address as many of the FAQs up front and provide a simple user interface for accessing the application link, which leads to a third party browser-based application. AMD Atelier provided the UX, the visual design, content strategy and the development services. We added some elegant animations that add to the page navigation UX and drive the visitor toward the primary CTA buttons. See the full website here.
