Process Highlight
An Accessible Approach to Building Brands
During my time as Design Director at Radish Lab, I lead design across over 40 website projects for NGOs, foundations, and purpose-driven organizations. While a handful had the budgets to fund both a new website and a new brand, many fight for every penny and can’t afford a full rebrand. For each of those clients, I lead a collaborative process of refreshing their existing brands with a digital-first, accessibility-prioritized lens.
Good branding means good branding for everyone
For many nonprofits and impact organizations, creative and branding have never been prioritized line-items in their budgets. But branding is integral to successful storytelling–especially in this digital age. For clients that couldn’t afford full rebrands, I lead the “refresh” approach: the existing brand, just fresher, more usable, and–most importantly–accessible*. Below are a few snippets to showcase the before and after of accessibility focused, digital-first brand refreshes.
*Successful accessibility/WCAG compliance requires more than just color contrast and type sizes, each website build ensured AA WCAG compliance outside of the execution of the branding.
The Brands
Equable
For the launch of the new tagline, Vital Strategies wanted to do accomplish two things: share their excitement and optimism for the future of public health and to reiterate that public health is so much more than COVID, vaccines and masks.
To articulate our enthusiasm around the future of public health we crafted a narrative that carried across multiple mediums–a splash page, anthem video, and social media statement graphics–all around why now, why us and to rally the sector and advocates to get to work. Monopolizing on the fact that the general public does not know much about public health, we turned to quizzes and human-centric stories to showcase how much public health encompasses. We curated a quiz (web based and on IG stories) that included some basics of public health and highlighted our areas of focus, and then turned to our community and asked them: what is public health to you? Their answers were compiled in a series titled ____ is Public Health which was shared widely across all social media platforms.
The campaign launched on October 25th, 2021, taking over Vital Strategies website and social media platforms until October 29th. The ____ is Public Health content ran until November 19th, 2021.
Equable
XX
As this was a limited-run campaign, the Vital Strategies takeover is no longer live, but you can see it via this archival link.
Advancing Pretrial Policy & Research (APPR)
XX
As this was a limited-run campaign, the Vital Strategies takeover is no longer live, but you can see it via this archival link.
The campaign prioritized Instagram–both posts and reels–as the primary platform. Due to the statement-driven nature of the campaign, incorporating animation brought additional emphasis and excitement to the branded content.
#ReimaginePublicHealth +
________ is Public Health
The social media campaign ran across Instagram, Facebook, Twitter, and LinkedIn for 4 weeks and included over 400 graphics posted across our pages, influencer pages, and shareable assets translated into multiple languages to amplify our global community. Instagram, being the most visual platform, is the best place to see the campaign as a whole.
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