Fresh branding for an aging brand

Client: North Carolina Senior Games (NCSG)

Services: Branding, Brand Research, Brand Development, Graphic Design, Print Design, Website Design, Website Development, Marketing Research, Social Media Development, Photography 

Software: Photoshop, Illustrator, ExperienceDesign (XD), InDesign, Lightroom, Acrobat Pro


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Project Summary

NCSG has been around for many years, however, many senior citizens do not know about the great events they offer. This needed to change. With that being said, North Carolina Senior Games needed a new and refreshing brand update that included a new website, branding assets, and marketing strategies. Backed by research, the team at NCSG and I created a new brand strategy that will be used to implement many new features NCSG has to offer.


The MISSION

When I was approached by North Carolina Senior Games, (or NCSG) they wanted help recreating many properties of the brand that needs to be refreshed in order to create more awareness of the organization. After taking a closer look, I came to find that NCSG needed help in updating their current outdated website, increasing social media presence, and increasing the overall brand recognition. Working together to refine these properties, we increased social media presence by 98%, brand recognition by 60% and helped simplify the sign-up process to bring in 128 new participants for the 2019 Senior Games.

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The OUTCOME

How did we do this? The NCSG staff and I, took a step back to reevaluate the overall brand. We started by creating a detailed SWOT analysis, which lead us to find that the brand needed a new refresh that would increase traffic among new and current participants. However, we needed more input. We reached out to the NCSG community for help by asking them a series of questions and surveys that helped us focus in on what needed to be worked on.

After many staff meetings, I went to the drawing board. At first, we thought a new logo might be a good place to start. We soon found out this was not the answer. We reevaluated again and found the recognition of the current logo was very high. Knowing this, we created a new set of branding guidelines that helped narrate the website creation process. While developing the website, we used the powerful Facebook Ad tools to help us get a jump start on promoting NCSG’s new social media presents. During the survey process, we found that most of the community was on Facebook when compared to other social media outlets like Twitter or Instagram, therefore, we chose to invest in Facebook’s Ad tools opposed to another outlet. This opened the door for the creation of digital ad placements as well as new banners, profile pictures, and community outreach.

NCSG SWOT Analysis

NCSG SWOT Analysis

 
Early logo mock-ups

Early logo mock-ups

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At first, we thought that developing a new logo might be the first step into creating a new branding system. However, once we conducted research of their current participants, we found that the current recognition of the logo was very high. Therefore, we redeveloped and modernized the current logo as best we could.

Old NCSG logo

Old NCSG logo

 
Refreshed NCSG logo

Refreshed NCSG logo

 
Style Guide Pages

Style Guide Pages

 
Closer Look at the Style Guide Pages

Closer Look at the Style Guide Pages

 
Typography Style Guide Pages

Typography Style Guide Pages

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THE IMPACT

What changed? After investing time into the creation of NCSG’s social media presents, we saw an immediate increase in social media active increasing by 98 percent in the first 2 months. Facebook Ad’s coupled with very active community outreach, allowed NCSG to grow their social media presents faster than expected. This helped increase brand recognition, community involvement, and new participant outreach allowing for people to sign-up and stay up to date on what NCSG had going on.

When we started, the website was outdated and needed organizational help. After going through each page of the site, we decided what needed to stay and what needed to go. Overall, it is now easier for participant’s to sign-up for the games, donate to the organization, view games scheduling, locations and rules, contact staff, ect.

Facebook Ad Tools Summary

Facebook Ad Tools Summary

 
New Business Cards

New Business Cards

 
Branding Assets

Branding Assets

 
Early Website Concept

Early Website Concept

 
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Early Website Captures

Early Website Captures

 
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Final Website Home Page

Final Website Home Page

 
 
Final Website Pages

Final Website Pages

 
 
 
Desktop Mock-up

Desktop Mock-up

Email Image Introducing the New Site

Email Image Introducing the New Site


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