graphic design, brand development, brand management
graphic design, brand development, brand management
The City of Saskatoon has very strict brand guidelines to ensure a consistent tone and message. These guidelines can be pushed further on some campaigns, like the (internal) corporate initiative The Engagement Project. As it was directed to employees, I wanted it to have a relaxed, conversational tone. Hand-drawn illustrations and doodles helped portray the desired tone.
Illustrations were utilized to show inclusivity. Not only the people - but the colour blocking - show this.
Hand-drawn effect pulls the writing, illustrations, as well as highlighting marks together, creating a cohesive - personable - feel.
The elements flow from one side to the next - showing everything is linked - just like the inclusive nature of this project!
The grey background used through all materials adds movement, and highlights the people in the illustrations.
The colours are different - brighter! - than the standard City of Saskatoon branding. This makes the project stand out from the crowd!