Starting point

Before approaching this brand refresh, it was important to take a look at what was working and what wasn’t.

Overall the branding was strong—but lacked consistency, white space, and a scalable design system. The first step was to take a good hard look at all the branded materials produced over the years, both internal and external-facing. Once everything was viewed together, it became easy to understand what design changes would be needed. But first brand guidelines would be needed to address these concerns.

Creating guidelines

The goal of the Brand Guidelines was to get everyone to the same starting point. This meant standardizing elements such logo use, logo placement and size, colors, and typography to name a few.

Photography

The photo library was completely overhauled to reflect the wide diversity of our members. Special attention was also made to ensure subjects appeared in natural or non-posed environments.