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Non-Profit Organisation Brand Identity

Building Communities, Creating Impact: Elevating Brand Identity to empower others.

Overview

UI Designer

Arno Farmer

Responsibilities:

  • Service Blueprints
  • Wireframing & Iteration
  • Final Website Design
  • White Label Solution

UX Designer

David Dinkelman (me)

Responsibilities:

  • Competitor SWOT analysis
  • Create User Personas
  • Social Media Campaign
  • Design Guidelines

UX/UI Designer

Pfano Khampha

Responsibilities:

  • Stakeholder Interviews
  • User Journey Map
  • Research Report Presentation
  • Final Solution Presentation

Guidelines

Field Guide to Human-Centered Design

Hubspot: Guidelines for Web Design and Usability

Methodology

Figma for Website & Campaign design

Canva for Presentations

WHO IS THE CLIENT

Creativity Will Save Us

Innovative Inspiring Impactful Transformative

Empowering communities through innovative change and the transformative power of creativity.

Creativity Will Save Us is a nonprofit organization harnessing the power of creativity to make a positive impact. They are seeking our expertise to design a compelling website and social media campaign, enabling them to effectively communicate their mission, attract support, and engage people in making a difference.

Design Frame

How might we effectively establish Creativity Will Save Us' brand identity and demonstrate the impact of actions to donors and volunteers, fostering trust and encouraging their support in creating social change within communities?

Challenge

Creativity Will Save Us faces challenges in gaining recognition, securing funding, and attracting volunteers due to their unestablished brand identity, hindering their ability to create meaningful social change in target communities.

 

  • Need a strong brand identity to be recognized
  • Their current ways don’t show the impact of their work 
  • Difficult to gain trust from people with an inconsistent brand

Solution

By establishing a strong and compelling brand identity for Creativity Will Save Us, we can effectively communicate their mission, impact, and value to donors and volunteers, fostering trust, generating support, and enabling them to drive positive social change within the communities they serve.

  • Create a recognizable brand identity to get more funding and volunteers
  • Spread the volunteers and donators impact through Social Media
  • Design a website to attract more people who want to help their cause

Process

Research

Gain an understanding of Creativity Will Save Us, a newly founded NPO. Learn how to build trust for an unknown brand

Ideation

Plan with wireframes and iterate through multiple rounds of feedback on the experience a Volunteer or a Donator will have

Design

Create a compelling website that builds trust and enables people to help. Launch a Social Media Campaign to gain attraction

Reflection

Reflect on the strengths and weaknesses of the solution, and identify opportunities for further improvement and future iterations.

GUIDELINES

Web & Social Design

By adhering to essential guidelines we ensured that our website designs and social media campaigns were set up for success. These guidelines served as a compass, steering our design decisions towards user-centricity and optimal usability.

By following established principles and best practices, we created experiences that were intuitive and aligned with the needs and expectations of our target audience.

Iterate, Iterate, Iterate

As human-centered designers, our iterative approach to problem-solving is essential for incorporating feedback from the intended audience and facilitating the evolution of solutions. Through continuous iteration, refinement, and improvement, we generate more ideas, explore diverse approaches, unleash our creativity, and reach successful solutions more efficiently.

Iteration enables us to stay adaptable, responsive, and focused on fine-tuning every aspect of an idea. Rather than striving for perfection from the start, we embrace building, testing, and iterating to advance ideas while avoiding excessive investment until their viability is certain. Iteration acknowledges that initial attempts may not be perfect, granting us the freedom to explore, learn from mistakes, and ultimately arrive at embraced solutions. It keeps us engaged with the people we design for, ensuring that their insights guide our work instead of relying solely on assumptions.

(Field guide to human-centered design)

Group Interviews

A Group Interview is a valuable method for quickly understanding the life, dynamics, and needs of a community. While it may not provide the same depth as individual interviews, it offers insights into how a larger group operates. Effective Group Interviews aim to include diverse perspectives and ensure everyone’s voice is heard. The composition of the group can influence the insights gained, such as an all-female group revealing the role of women in society. When conducting a Group Interview, it is important to select a neutral location accessible to all participants. Assign one person to ask questions while others take notes.

Additionally, it is crucial to engage quieter members by directly involving them or creating opportunities for more vocal members to step back momentarily. Group Interviews also serve as a platform for identifying participants for further exploration in Co-Creation Sessions.

(Field guide to human-centered design)

Responsive Design

With nearly half of global page views coming from mobile devices, and a significant percentage of users leaving websites that don’t display properly on their device, it is crucial to prioritize responsivity in web design. Responsive design refers to creating a highly flexible website structure that adapts seamlessly to the dimensions of various devices. This can be achieved through mobile-friendly HTML templates or by developing a separate mobile site. The focus should be on delivering an exceptional user experience across different devices rather than striving for identical appearances. By investing in responsive design, you ensure that your website provides a great user experience regardless of the device being used.

(Hubspot)

Consistent Design

Consistency is a crucial aspect of web design, ensuring a seamless user experience. It involves maintaining consistent navigation and a unified look and feel throughout all pages of your website. Consistency encompasses elements such as backgrounds, color schemes, typefaces, and even the tone of your writing, all of which contribute to improved usability and user experience.

While each page can have a unique layout, it is important to create specific layouts for different types of pages, such as landing pages or informational pages. By using these layouts consistently, you provide visitors with clear expectations about the type of information they are likely to find on each page, enhancing their understanding and overall satisfaction.

(Hubspot)

Standards in Conventional Design

In web design, finding a balance between originality and conventionality is crucial. Users have become accustomed to certain design conventions over time, such as placing the main navigation at the top or left side of a page, having a clickable logo that leads back to the homepage, and using hover effects on links and buttons. These conventions provide familiarity and ease of use for visitors. While it may be tempting to discard these conventions for the sake of uniqueness, it is a mistake to do so. Creativity can still thrive within the boundaries of web conventionality.

An analogy can be drawn to architecture, where building codes ensure safety and comfort for occupants. Similarly, adhering to web conventions ensures a positive user experience. Straying from these conventions can make users feel uncomfortable or frustrated with a website, regardless of its visual appeal.

By embracing conventionality while infusing creativity, you can create a memorable user experience that meets user expectations. It is important to understand that design conventions exist for a reason and disregarding them can negatively impact user satisfaction and usability.

(Hubspot)

Research

What would the brand look like using only 3 words?

Caring, impactful and universal.

What does success look like to you?

Success for CWSU is when the individuals we work with develop a sense of self-worth, as it leads to hope and attracts positive change. Empowering people to believe in themselves is at the core of our mission.

What are the features you want to see on the website?

The website should be attractive, simple, and user-friendly, allowing people to easily understand what we do and how they can get involved. Additionally, the donation process should be quick and easy for users.

How do you choose projects?

At CWSU, we utilize unique tools like the “trim-tab theory” from the engineering industry and the “turn it up theory” from the music industry. We prioritize “creative social innovation” and put creativity first in our project selection process. People often approach us, and we carefully evaluate the alignment of their ideas with our goals.

What is your unique selling point as an organization?

Our unique selling point is making it easy for people to understand what we do and how they can get involved. We ensure that the donation process is quick, easy, attractive, simple, and user-friendly. By providing a seamless experience, we enable individuals to support our cause effortlessly.

TEAM MEETING

Client Interviews

Client interviews were an essential step in our design process to understand Creativity Will Save Us (CWSU) specific needs. Through thoughtful questioning, we learned who they are, what they do, and why they are doing this, and how we can help them achieve their goals

These insights guided our design decisions, ensuring a tailored solution that effectively communicates their mission, engages the target audience, and drives social change.

GUIDELINES

SWOT Analysis

The SWOT analysis played a crucial role in shaping our project for Creativity Will Save Us. It allowed us to understand CWSU’s strengths, weaknesses, opportunities, and threats, empowering us to make meaningful design choices.

We observed their competitors to learn what works while addressing challenges like brand visibility and funding constraints. By embracing the opportunity to redesign its brand identity, we crafted a compelling narrative for CWSU’s impactful endeavors.

Strengths

  • Members within the organisation have connections with creatives in several industries
  • Positive reputation from past impactful projects
  • Identifying needs within the community and coming up with solution strategies.

Opportunities

  • Support and buy-in from the community
  • Potential partnerships with creatives with interests in the same industry
  • Partnering with other NGOs
  • Attract a wider audience by re-designing existing digital platforms

Weaknesses

  • Unestablished brand visibility and awareness
  • Weak online presence
  • Lack of funding for planned outreach projects
  • Long list of needs that people need to have met but limited capabilities

Threats

  • The economy is tough, potential donors may not have as much disposable income to donate
  • A limited number of funding opportunities available
  • A large number of other organizations going after the same funding
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TARGET USER

User Personas

The personas of Bruce Anderson and Adisa Sanogo greatly influenced our design thinking, benefiting our client, Creativity Will Save Us. By understanding the needs of both donors and volunteers, we created a user-centered design that builds trust, showcases project impact, and provides clear expectations.

This approach ensures transparency for donors like Bruce and fosters engagement for volunteers like Adisa. Our design strategy caters to their specific needs, supporting the organization’s mission of social change.

Ideation

PLANNING EXPERIENCE

User Journey

The user journey is essential for understanding and designing an immersive experience that meets user needs. It enables us to empathize with their emotions and challenges, providing the necessary support and guidance along the way.

By mapping out their path, we gain insights into their experiences, creating meaningful connections and delivering a seamless journey. It guides us in crafting engaging interactions and fostering fulfillment as users progress towards their goals.

VISUAL PLANNING

Wireframing

The wireframes we created were instrumental in shaping the final designs of the website. They provided a visual exploration of layout and content, allowing for efficient changes and iterations.

By focusing on page structure and functionality, the wireframes guided the refinement of the user experience, ensuring a smooth flow of information. As a blueprint for the design process, they facilitated collaborative efforts and resulted in intuitive and visually appealing interfaces.

Design

ONLINE PRESENCE

Website Design

Our final website designs showcase the essence of Creativity Will Save Us (CWSU). They provide an easy-to-use platform for donations and highlight the campaigns that invite volunteers to join. The website effectively communicates CWSU’s vision, mission, and methods, inspiring visitors to engage in their creative social innovation.

SOCIAL MEDIA

Social Campaign

Our social media campaign has been a significant endeavor in enhancing CWSU’s engagement and brand recognition. By encouraging people to share their stories of mutual help and support, we created a platform that amplifies the positive impact of community assistance. As a collaborative team, we developed an engaging campaign aligned with CWSU’s values.

DESIGN GUIDELINES

UI Styleguide

Our UI Styleguide provides clear guidance for consistent design across platforms, including typography, color palettes, icons, and spacing. It ensures a cohesive visual identity for CWSU and enhances the user experience.

Designers can easily follow these guidelines to maintain brand integrity and create a recognizable presence for CWSU in their digital assets.

Reflection

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IMPROVEMENTS

Redesigns

We embraced an iterative design approach, incorporating multiple rounds of feedback to enhance the app’s visual appeal and user experience. The before and after images showcase the changes we made over time, ensuring that our final product was the best quality we could offer.

CONCLUSION

Project Outcome

This project has enriched our understanding of design’s impact on non-profit organizations. We have created a user-centered digital platform that embodies inclusivity and empowers users to drive positive change in their communities.  We are excited to see the non-profit organization thrive and make a lasting difference in the world.

Collaboration
  • Working as a team on this project allowed us to collaborate effectively, leveraging each team member’s unique skills and perspectives to create impactful solutions for the non-profit organization.
Empathy
  • Collaborating with a non-profit organization deepened our understanding of the challenges and needs faced by the communities they serve. This experience emphasized the importance of designing with empathy and putting the end-users at the forefront of our design process.
Learning & Growth
  • orking with a non-profit organization provided valuable learning opportunities, expanding our knowledge and skills in areas such as social impact design, community engagement, and creating meaningful experiences.
Purposeful Impact
  • Collaborating with the non-profit organization enabled us to contribute to a meaningful cause and make a positive impact on communities. Witnessing the tangible results of our design efforts reinforced our sense of purpose and inspired us to continue using our skills for social good.

PORTFOLIO WORK

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