brandkind – realizing potential
For our second Brandkind project, David Day Associates gifted our full brand development process to Vodec, a local non-profit that provides life-enriching services to persons with disabilities (their “consumers”). Whether collaborating with families, school administrators or business partners, Vodec is dedicated to helping consumers realize their potential and the brand we collaboratively created is a powerful reflection of that.
We guided Vodec’s project stakeholders through our deep-dive discovery process, analyzing the organization through different lenses, distilling themes and unearthing the heart and soul of the Vodec brand. Out of this brand core, which centers on the belief statement “We will reveal ability and open doors to whole lives,” we created a powerful voice and messaging platform and vibrant brand identity.
In the discovery phase, we learned that Vodec is defined by the quality of services it provides to persons with disabilities, allowing those persons to live, work and participate in the community in the least restrictive environment to achieve their full potential.
To successfully implement the new brand it was important to design a visual identity that could convey realizing the potential within each consumer, as well as within the many caregivers and providers at Vodec. The logotype is hand-drawn in lowercase, rounded letters, communicating Vodec’s accessibility and warmth. The trademark is a letterform “V,” fresh and free in its design quality. It juxtaposes a very fluid and organic opening at the top with solid, structured sides. The flowing curves at the mouth of the “V” represent the human side of the organization, while the logo’s structured sides represent the supportive nature of its programs and services, the solidity of the organization and its strong foundation. The word “potential” in the slogan visually connects with the power color element in the trademark, which calls to mind a torch and symbolizes the potential under the surface.
In preparation for the brand launch we prepared a stationery package, updated newsletter design and delivered a full suite of corresponding collateral pieces before unveiling the brand to great applause at several Vodec locations. Following the brand launch, we continued to collaborate with the Vodec team to write and design a mobile-friendly new website.
Brandkind is our way of giving back to the community we love by donating our comprehensive brand development process to one deserving organization at a time.
Vodec wrote in their Summer 2016 newsletter, “This is a process some companies spend well into six figures to complete. Now that we can see the final product, we are grateful to have had such diligent and beautiful work done pro bono on our behalf.”