Northwest Harvest Rebrand

This rebranding project is meant to give Northwest Harvest a fresh new look. Based on their original mission statement, I redesigned the logo, typographic choice, color palette, and mobile site to the interface more user-friendly and attractive.

Duration

5 weeks

Nov - Dec 2022

Skills

Visual Design, Interaction Design

Tool

Figma

My role

Designer

Brand Audit

In order to understand Northwest Harvest's current mission and design choice, I browsed its current website. Below is a brief brand audit.

Mission Statement

Northwest Harvest is a non-profit organization whose mission is to end hunger in Washington States. They not only provide food and resources for Washington families, but also advocate for policy change to increase access to food. Their goal is to help people meet their basic needs, get equitable access to nutritious food, and have basic economic security.

Audiences

Their primary audience would be people who want to volunteer, donate, or become an advocate for their programs such as food drives. Their secondary audience would be people suffering from hunger in Washington state.

Mission Ineffectiveness

Color scheme: the use of the dark blue color scheme gives people too much serious feeling which doesn't align with their mission
Information visualization: some location information is only displayed with text which is hard to visualize
Interaction flow: the interaction flow for looking for a public drop site, which should be one of their main features, is redundant and inconvenient

Logo Redesign

To convey the feeling of giving care and support with food resources, I used a hand symbol with wheat above the hand and turned the leaves part of the wheat into a heart. By using a san serif font and making the words into a circle, I want to emphasize the sense of friendliness and cooperation of the brand.

Old logo

New logo

Color Palette

Light green: the sense of natural resources they provide to people
Golden yellow and light orange: the feeling of friendliness and playfulness
Black, white, and brown: for the text to ensure readability

While most colors I used are lighter colors, I also make sure those colors have enough contrast for accessibility purposes

Typography

Domine typeface:
- For large headers
- Its serifs convey a reliable and professional feeling but its rounded shape also balanced out the seriousness of serifs.
Inter typeface:
- for small headers, paragraphs, and map text
- As part of sans serif, it is clean and easy to read as well as has a feeling of friendliness.