Foundational Branding and Collateral
Kawartha Haliburton Children’s Foundation
Context
The Kawartha-Haliburton Children's Foundation was in urgent need of re-branded collateral for their Santa's Sleigh Christmas Giving Program: Giving Joy. Giving Hope. The project brief specified that the program branding needed to tie in with the overall Foundation branding and be useable year after year for the program and various other projects. Specified collateral included pop-up display banners, posters, step and repeat style logo display panels and staging props for photo shoots, such as oversized donation receipts that donors would hold to show their donations. As the Foundation did not possess any brand files, we suggested providing them with a Brand Kit as an additional element to the brief.
As such, the overall goal was to have a re-branded set of program collateral and to meet the objectives of providing cohesive, evergreen material, as well as to create a Brand Kit that included vector file formats, font files, colour readings and brand guidelines.
Branding
Technically, as the Foundation possessed no vector file formats, font files, colour readings or brand guidelines as a baseline for re-branding and were unable to provide information on the past designer or the date of completion for the current branding and logo, we needed to begin from the ground up with sorting fonts and colours then turning their current PDF logo into a vector EPS.
Collateral
Our initial concept exploration involved developing out the overall program purpose that "helps make Christmas brighter for local children and youth," as well as integrating the new copy provided by the Foundation. As the material needed to be utilizable across additional projects, we carefully developed a look and feel with colour choice and imagery that also spoke to the "life-enriching opportunities and experiences" the Foundation strives to provide for children, youth, and families. Based on the themes about children, youth, and families, our initial information gathering involved searching images that represented a variety of family structures and variations to accurately represent the diversity in the area, including interracial and homoparental families.
