Funeral Women Lead

The Request

Root + River contracted me to assist in creating marketing collateral for an upcoming "Unleashed" Summit. I was tasked with both creating brand new designs and redesigning previously used graphics for their Facebook page, apparel, and website graphics.

Constraints

I was given all brand assets to work with and old files to see previous designs. The request was for me to freshen up the old designs and create some brand new ones for assets such as stickers and pins for members.

Before diving into any design work, I wanted to understand the brand as a whole. I first went through the FWL website to get an understanding of the brand voice, the message, and the things that were both working well and not as cohesive across the brand assets already in use.

One of the first things I noticed was the use of multiple shades of oranges and yellows that did not form a unified color pallet, making the brand seem less "together." I also noticed a similar issue with typography, seeing several fonts in use that were not shared with the brand assets I originally received. Working together with the Root + River team, we were able to bring all the assets together into one uniform voice, including the website.

The Results

Before diving into any design work, I wanted to understand the brand as a whole. I first went through the FWL website to get an understanding of the brand voice, the message, and the things that were both working well and not as cohesive across the brand assets already in use.

One of the first things I noticed was the use of multiple shades of oranges and yellows that did not form a unified color pallet, making the brand seem less "together." I also noticed a similar issue with typography, seeing several fonts in use that were not shared with the brand assets I originally received.

Working together with the Root + River team, we were able to bring all the assets together into one uniform voice, including the website.

Lessons Learned

Seeing the final result of a cohesive brand drove home the importance of keeping uniformity throughout. Not only does the current brand look amazing, it shows potential donors and members that Funeral Women Lead is a place that cares deeply about every aspect of the mission. I loved working as a team with Root + River, and it reminded me of how much I truly enjoy contract work.