the problem.

The CRC needed a new identity to help validate their credibility as an organisation.

the solution.

Creating a striking new identity for the CRC. The Centre for Relational Care is a community of concerned individuals and organisations committed to the fundamental reform of Out of Home Care (OOHC). Guided by people with lived experience, we partner with leaders and practitioners across the country to create and implement disruptive, scalable solutions and policy reforms.

workshop.

We facilitated a brand workshop with the CRC, using Miro to record the information. The structure was relatively simple and after some initial ice breakers we discussed some qualifying questions, they had already provided with their mission statement, target audience and goals, but during this workshop we preformed a deep dive and push those question further.

This provided some fantastic insights about the wants and needs of the CRC, it also made the team comfortable and got them talking, we took this momentum into a simple positioning exercise, where we discussed and they voted on a series of sliding scales.

We rounded out the workshop with a brand values exercise, using knowledge from questions and positioning we conduction a silent vote on a series of key words, then we revealed the results and opened the floor to discussion in order to narrow the range. We grouped the chosen words into a series of themes before writing a quick summary of each theme, this resulted in the three brand pillars.

ideation.

We used the findings of the workshop to ideate and conduct a series of mind mapping sessions. We started large and with each session we narrowed things down, eventually leading to a point where we had multiple focused directions that we could move forward with.

For each direction we tied them back to the position and values before creating visual and typographic mood boards. After this it was opening the sketchbook, or more realistically Procreate and getting all the bad ideas out.

From here it was refining each concept digitally, recreating the sketches in illustrator and testing each with typographic and on mock up web pages, resulting in continued refinement.

playback.

In the end we had three concepts, with each concept having it's own distinct visual direction along with typography and colour pallet. We packaged this together with a presentation that recapped the initial workshop, discussed the findings and our process for creating the designs. Our intention was to bring the client on the journey with us, the only surprise we wanted them to feel was when we revealed each logo.

The same thorough approach was provided for each of the concepts, we provided a name and summary for the concept, and shared the mood board before showing the logo. Then we had a breakdown of the logo, before moving into colour, type and a digital mockup.

feeling connected.

Taking the client on a journey with us was beneficial, not only was the work warmly received but the feedback was clear and concise, they felt comfortable enough to share their feelings, one concept filled them with absolute joy and one they were strongly opposed to, meaning the selection was easy.

The selected concept was called 'Connection' it was a word mark designed with 'Figtree' a neutral and modern typeface. Every single character was modified to some extent in illustrator and the final result was the organisations full name entwined over two lines.