Doing good in the Atlanta community.
Atlanta Children’s Day Shelter
My Role
Branding, Stylescape, Creative Direction, Logo Design
Project Description
Atlanta Children’s Day Shelter (previously known as Atlanta Children’s Shelter) is an Atlanta-based nonprofit dedicated to helping families overcome the issues that contribute to homelessness, including domestic violence and job loss.
For this project, ACDS was interested in rebranding and needed our help with creating a unique yet executable brand design, all with a modest budget. Our task started with market research and ended with a new logo and brand stylescape that helped them bring their new vision to life!
Addressing the elephant.
The old logo had a classic case of “trying to tell to much”. Aside from the visual clutter, there are also effects like the drop shadow that cause further issues with legibility. Thus, the challenge of redesigning the little gem begins.
Finding the theme.
In order to create something more intentional, I started with attempting to tell a simple story with each initial design. Throwing caution to the wind, I came up three designs that communicated the different themes — Caring, Modern & Playful. All three were well received (which made it hard to choose) but the playfulness and child-centric design of the sun/gear motif was the winner.
Creating the brand.
I had so much fun coming up with the designs for this one! It’s bright, vibrant and full of personality. The little gears ended up working very well after the next logo iteration — forming a link between caregiver and child — and allowed me to create more intentional compositions with negative space.
