Revising a food club's visual identity to increase recognition and impact

Students were confused between EAT!SFU and another food club, making it difficult to attract and connect with event attendees. I pitched and implemented a refreshed visual identity to engage students and improve event experience.

A cohesive brand system creates consistent experiences across and throughout events.

Designing a flexible visual identity that could reflect club values and each event allows event attendees to have consistent positive interactions with the brand, and increase brand equity over time.

The revised identity uses similar elements to the previous brand identity to preserve brand equity, while incorporating new characters to stay distinct from other clubs.

This visual identity increased recognizability and credibility, helping the club land its first collaborations with a local business and two clubs.

Design Decisions

Creating original characters to increase recognition

Previously, the disorganized set of graphics made it difficult for people to recognize EAT!SFU. The new fruit characters embody the club's welcoming nature, while also creating a through-line across all marketing material.

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Design Decisions

Refining the colour palette to increase legibility

A colour palette with only light colours lacked contrast, making posts illegible. Refining the orange and green colour palette allowed more versatility and compliance with Web Content Accessibility Guidelines (WCAG).

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After

Design Decisions

Simplifying the typography system to increase consistency

4 brand fonts, many of which were display fonts, distracted from the graphics, reduced legibility, and created inconsistency across marketing materials. Trimming the typography system to 2 sans serif fonts allowed the text in our materials to be clear and consistent.

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After

Takeaways

Combine initiative to solve problems with consideration for constraints.

Initially pitching the solution for fun, I didn't fully consider the logistics of transitioning to a new visual identity. Since the club didn't have the budget to change the logo on physical merchandise, I placed a brown stroke around the logo to match it with the new visual direction. This project taught me to balance the desire to take initiative and solve problems quickly, and the need to slow down and adapt to constraints to ensure feasibility.