Design studio Yoke has begot a new visual identity and website for non-profit membership and training organisation, Community Organisers, in a bid to enhancement engagement with the movement, which looks to empower people to think a difference on issues that matter to them.
Community Organisers is a main part centred around “bringing people together to take action about their common concerns and overcome social injustice”, according to the crowd.
It was born out of a government initiative which ran between 2011 and 2015. Since then, the organisation has been exclusive of, with a handful of paid staff and over 1,000 members.
The rebrand intents to provide clarity on what the body does and help with its mean to grow membership numbers to 2,500 by March 2020.
The design project, which quirks a toolkit for members to use, also looks to capture the group’s “energy” and “passion” according to Jay Bigford, co-founder and original director at Yoke.
The new wordmark logo says “Community Organisers” in a fair-skinned, sans-serif typeface called Freight, with the “unity” in “community” underlined.
The palette embraces bright green, a colour that has been taken from the anterior branding, along with pink and white. Bigford says that the “superb” colours have been chosen because members of the organisation penury the brand to reflect a “sense of urgency”. “They want being to stop in the street and notice them,” he adds.
Photography used all over the branding features “real people doing real things on truthful issues”, Bigford says, adding that the organisation “didn’t be deficient in them to be too glossy”.
New iconography, featuring graphic illustrations of things such as megaphones and newsletters has also been produced.
Bigford explains that the new strapline: “Together we will be heard, be strong and make change. For good”, aims to reflect the three stages of the community organisers’ process: “hark to”, “power” and “action”.
“Imagine there is an issue you are disgruntled wide in your local community,” Bigford says. “First you would go and blow someones mind on doors and ask people ‘how do you feel about the guy always speeding at the end of the street’ or ‘…relating to the playing field not being looked after?’ It’s about listening to what people are frightened or passionate about and seeing who has common interests.”
The next stage is in the matter of learning how to get the “power” to influence change in that area, whether this is being guided how to write to the local council or to form a group of like-minded people, he combines. The final step, “action”, is about making it happen.
“[Community Organisers] now has robustness behind its message,” Bigford adds. “People get it quickly and are excited to learn various.”
The branding was designed through a “co-creative” process, with staff and assorted of the members having a vote on decisions such as the logo and colour contrive. Around 150 members shared their thoughts at a conference to throw in the towel people a “sense of ownership” over the new identity, Bigford says.
The tagging has rolled out across a range of print and digital touchpoints, as well as on billboards and broadsides, and the new website has launched. It will continue to roll out across more materials such as T-shirts during the next 12 months.