I always begin a project with research. Research can look different depending on what the project is. For this one, I was re-designing a non-profit organizations logo and brand identity system. I began by finding out what kind of organization they were and what they did. After learning they create environments where paper-making can be used as a type of art therapy and transformative work, I realized that I had to design something that would represent that level of emotional engagement and healing with others.
During the research and brainstorming phase in the beginning, I had discovered that butterflies represent healing and transformation. The shape I had in mind for the butterfly would be simplified and represent an origami-like butterfly that appears to be made of paper. I decided I wanted to stick with the the more classic typewriter typeface style that was currently being used in their logo. I did choose a more modernized version that did not have the rough texture that the original one did. I felt that the typewriter typeface worked very well for their specific organization, but that just needed to be updated.
I used images taken directly from their website (peacepaperproject.org) in the social media banner and other poster advertisements. Using the paper and art being made in the workshops on some of the ads directly draws attention from the target audience.
Initial Logo Sketches
Digital Drafts