BelAir Cantina - Mock
Rebranding of BelAir Cantina. A mock project to display a shift in archetype.
Role: Designer, Developer, Web UI/UX
The Process
The Explorer
in this project, I was tasked with shifting the BelAir Cantina brand from the Jester archetype to the Explorer. This meant taking BelAir’s quips, stylizations, and craziness and turning it to classy, bold, and adventurous.
Until now, BelAir derived it’s boldness from it’s chaos. In this rebrand, it’s derived from the visual language of bold and sharp typefaces, strong positioning and posing, and powerful, vibrant colors.
Make It Bold
Fast Fund partners with people from all walks of life. Students include those fresh out of high school, parents, part time students, those seeking certifications, those working full time, those who are low income, and more. Because of this, Fast Fund’s redesign needed to be calming and direct.
The brandmark shows a student taking a step toward success. It also communicates how the Fast Fund community will walk with students to get them where they need to be. Even if a student doesn’t qualify for assistance or has a need outside of bounds, Fast Fund will walk with people to connect them to someone who will help.
The typeface chosen was to communicate academia with the serifs, but maintain a modern and friendly appearance through its stylization and curvature. Students can be confident in the trustworthiness of it’s appearance and yet still feel connected to the nonprofit through the stylization and brandmark.
The color palette was chosen with blues to communicate serenity. Those reaching out to Fast Fund are often in a state of panic and need assistance quickly. We chose subtle and calm colors to relax the student. We added a bold orange, both as a pop of color and an indicator. If something is really important or crucial to students, the bright orange stands out and helps them navigate the site.
Fast Fund’s rebrand included a full brand book and visual identity package completed in full in only three months.
The Website
Simple and S
The main navigation started as static. This created long pages with no organization system. Students quickly navigating the site, those with difficulty using computers, and those with language barriers struggled to navigate the site.
We took the core topics Fast Fund’s website could be organized into and created drop down menus. This way, students could easily find the information they were looking for. If more information is needed, they could search for it themselves without having to weed through long pages.
Take a Tour
Home
For the home page, we focused on fast and direct communication. To ensure students know they are in the right place, we have a quick explanation of the organization. As you scroll down, there are buttons for quicker navigation to common parts of the website and charts showing data on giving and funding. The charts were rebranded to bring both color and typeface in brand.
In addition to the chart updates, we made custom, people-centered, icons. These are applicable for multiple parts of the website and print materials. We also have the star icon to replace the basic white star used throughout the old website.
Overall, we wanted to create a simple and direct landing page with key information for both students and potential supporters. This way, the message Fast Fund wants to send to any audience is clearly communicated in the correct tone.
Style Guide
The Brand Book:
From Jester, to Explorer
Like a Bull
Fast Fund is largely run by volunteers. With this, there is constant turn over. The brand book focuses on the story and mission of Fast Fund, education on brand usage, guides & tutorials, and brand activation.
The story of Fast Fund is explained both to communicate to students with the right tone, but also to educate those working with the nonprofit.
Classic style guide instructions are included like how to use the logo and colors, but also special instructions. Instructions on how to create and archive web pages, how to update charts and images, and how to use certain software is mentioned. This is a special addition to this brand guide to have an easier time educating volunteers.
Brand activation includes stickers, business cards, and a letterhead. With any community - you want to stay connected!