African Development Choices:
Brand Manual
CLIENT
African Development Choices
ROLE
Lead Graphic Designer
CATEGORY
Graphic Design
SOFTWARE
Adobe InDesign
As Graphic Design Team Lead, one of my responsibilities was to redesign & update African Development Choices (ADC). The objective was to create an easily accesible PDF Brand Manual for all volunteers to be able to follow as a guide when creating brand assets. The Brand Manual needed to follow the Brand Identity in terms of its design, but also be a clear guide for all Volunteers to follow, not just the Design Team Volunteers.
Project background + description
An updated Brand Manual was needed to help new & existing volunteers to create/edit brand assets that were consistent with the Brand Colours, Typographies, Image Guidelines & Social Media Style. Along with the actual design of the Brand Manual itself, new sections of Brand Guidelines needed to be developed, such as a cohesive Social Media Style, Web Guidelines & a Photo Style.
The problem
The old ADC brand guidelines were primitive with little information, a bad design layout & no table of contents to help guide the volunteers towards the sections they would need. As an organisation that is run solely by Volunteers, there was quite a consistent turnover of people so it was always an issue for the Team Leads to brief new volunteers on ADC’s Brand Guidelines. Without a current, up to date & visually clear Brand Guidelines, new volunteers didn’t have any way of referencing the Brand Guidelines, & this meant that there was often an inconsistency with assets created by newer volunteers. Furthermore, there were very few sections, meaning that various elements weren’t even mentioned.
Project goals + objectives
- To modernise the design of the Brand Manual
- To organise the existing content & to update it with new brand guidelines as they were being designed
- To ensure that the Brand Manual would be easily accessible for all volunteers, regardless of their team.
The design process
Using the Brand Colours & the Brand Pattern, I re-designed the existing content, adding new sections to feature the new Guidelines/Content that was being developed at the same time. Section Title pages were also added, each with their own mini table of contents to summarise the contents of each section.
Creative Solution
A clear, modern design with a small touch of the ADC Pattern to create a cohesion of brand elements with the other ADC assets. The new grey from the website colour scheme was used to separate the description from the brand element. The Brand Manual was saved as a PDF to make it easy to view & save for all volunteers.
ADC Brand Manual
Testimonials
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