In my corporate design class, we are working on group collaborative redesign projects for the entire semester. The assignment was to choose a local Atlanta 501(c)(3) non-profit organization and research their business model for a total brand redesign. At the end of the semester, the goal is to compile all of the branding information into a brand manual that outlines and specifies the standards and guidelines of the brand so that the non-profit may reference the standards in any and all media, marketing, and promotional situations.
My group chose the Atlanta non-profit, Full Radius Dance, an organization that integrates people with and without disabilities into choreographed fine-art dance performances. Full Radius Dance also engages the public to promote positive-body messages by teaching integrated dance to schools, hospitals, and senior homes. A big influencing factor of the brand redesign is, again, the company's business model, values, and mission. After completing extensive research on the brand, I wrote a strategic brief for the group outlining the approach we will take for the rebrand (brief may be viewed below).
In anticipation of the final product (the brand book), I proactively created an InDesign template that my group could input information into at various stages of the project, that way we could build the brand manual upfront instead of trying to lay out all of the brand information at the end of the semester. Not only did this better utilize our time, but it also allowed us a vehicle in which to present our information at check-point stages of the rebrand.
One main key element to the Full Radius Brand worth keeping in mind through the experience is that Full Radius Dance embraces the message that all bodies in any form are perfect and capable of greatness.
I look forward to working with my teammates on this rebrand.