We worked with a local social foundation called Gelang Harapan (Bracelet of Hope) in creating a brand refreshment based on their needs.
Mindmap
Before starting anything, I created a mindmap based on Hope's booklet and current social media content alongside their website.
Brand Analysis
we then conducted an interview with Hope to better know their brand's needs and current brand identity.
Brand Essence
Solidarity, social entrepreneurship, care entertainment
A solidarity movement for spreading hope and helping those in need through creative outlets
Brand Vision
Spreading hope and solidarity in all fields of live
Brand Mission
Doing social work through social entrepreneurship
Brand promise
Giving back to society and making a better world through movements they create and good products.
Target Audience
Primary: Empathetic people who can afford to dote
(25-55 years old.
Secondary: Sponsor or funder to fund, organization for collaboration
Tertier: Staff and future workers
Hope's Service
Hope is a movement which runs by selling exclusive bracelets made from recycled material, which is Jumputan fabric by Indonesian designer, Ghea Panggabean. Jumputan means rainbow and it is a symbol of hope. All profit made with 100% be donated to multiple foundations in Indonesia.
Core values:
Give and spread, Hope, Empathy, Love
Spread awareness & hope to society and environment (all field of life- education, unity in diversity, cancer)
Key features:
Rounded gold shape in a hand made bracelet and also logo
Current Look and Feel
Mainly packed with texts, sympathetic, unorganized, messy feel, icon elements.
Aspired Look and Feel
Hopes ideal vision started when they saw a significant negativity existing in social media. Many clashing opinions in politics and feuds in general. They wanted to spread positivity which is based in social media through creativity. Gelang harapan gave them a new purpose of life, by working in their preferred industry but also giving back to society.
Mainly they ask to incorporate something with a more youthful flavor to appeal towards the younger Generation but still maintaining a hope's essence
Keywords: fun, young, hopeful.
Hope's Tone of Voice
Fun but calming, representing rainbow of hope and care entertainment.
Color: rainbow
Elements of hope: heart, star, sun, flower
Keyword: fun, positive, free-spirited, gender fluid
Hope competitors
Social media online products : online market
Seasouldier : foundation
Why Hope is in need of a refreshment
Hope does not want tp change their brand identity, instead they aspire to expand their horizon by developing their brand further through receiving feedbacks from outsiders, especially the youth and us students.
Morover, Hope has visions they have yet to reach such as; more marketing strategy, expand sales, and reach the target (e.g. TikTok). Packaging is still in plastic, but the vision is eco friendly and sustainable.
Weakness in Branding:
Way of communication and visuals is lacking although their target market is based on social media
Their solution is through us, students who may help tackle this issue and even give fresh ideas from the younger generation.Mainly their issues are social media based and regarding a different era and generation value in marketing and branding.
Limitations & Restrictions
Elements: Hope, rainbow, positive vibes quotes, a rounded gold shape with hope written on it
However, still free to experiment outside of these elements as long as we stay true to the brand's tone of voice. Obvious restriction is to be careful of what color and element we choose (e.g. don't use red, because red symbolizes something scare and similar to a warning
Zoom Interview with Hope
Design Production Process
Mood board
Design of choice
I choose to go with moodboard 2, I feel as if it is the most suitable to what Hope is looking for in their brand refreshment. The blue color gives a more approachable and comfortable feeling while giving a sense of fun with a doodle like icon.
Logo Solution
lockup 1 :
Logo Meaning
Intertwined boy and girl
The boy and girl represents people Hope helps. The shape of the
characters was purposely made inspired by hope’s golden ring in their original logo. The shapes overlap each other to represent unity in diversity (Hope’s representation for Indonesian culture) and the bracelet (intimacy/interlocking). Furthermore, representing no gender
Upturned ‘e’
Representing optimism and positivity. The upturned e is created as if it is looking up for a better future.
A hugging hand
The hand represents Hope’s vision and mission in spreading hope.
Furthermore, being a foundation which does social work through social
entrepreneurship
lockup 2 :
Brand Guideline
Client Presentation
My design solution was chosen to be presented to Hope directly, the following is the presentation deck I created to be presented to Hope.
Very nice!!!