Title: Website and Logo Refresh and Style guide
Description: CauseConnect® is a marketing consulting firm that specializes in helping companies and charities achieve business returns on charitable investments.™
CauseConnect® came to us with a dated flash website. Considering they also have a dynamic schedule, regularly rotating events and festival announcements. They couldn’t even update the site in house which was becoming costly and straining their budgets.
The most logical solution for Melissa and her staff was WordPress. It’s relatively painless for them to update integrated content like photo galleries, new events, edit copy, add a sign-up form on the fly or add sponsor banners.
Several years later with minor updates the site functions as well as the day it launched. It continues to grow as the staff contines to learn more about content management.
The website palette was chosen with the greens and warm tones because they are indeed opposite ends of the spectrum the combination vibrates energy.
- I chose a slightly conservative shade of the greens and a muted orange. That’s most obviously to avoid the easy trap of Christmas color combinations.
- As this branding was being considered we took note that we were seeing a lot of trend based brights, fuschia, pink, bright purple with the competition. That’s all fine and good for the VC’s but CauseConnect® is a tried and true brand. I believe the subdued colors chosen and used in the CauseConnect® system give a sense of weight. While the red-orange keeps the spark in the mix. I also could not shake the reference to a conte crayon as well, which many artists begin their sketches with. Just as CC launches engages business and the arts to begin a relationship to serve both organizations.
The identity refresh required both creating vector art and we revising typography.
- I set the type in Bernhard Gothic which I believe beautifully encompasses the CauseConnect® brand. In modern times sans serifs are inherently corporate centric, but humanist sans serifs are meant to be “calligraphic”, by nature they are more accessible. That is exactly what CauseConnect® is doing, by facilitating community building, philanthropy for the arts, and ultimately creating positive connections.
- I built an accompanying style guide for future projects to pass on to other vendors and maintain unity across all assets.