Second Helpings "Re-branding"
Second Helpings is an iconic Indianapolis organization, and they were not ready for a redesign of their highly recognizable logo. However, they did need a more consistent visual presence. There were no set brand colors, no fonts used across the board, not even a common email signature for all employees.
I began with research into the existing brand sentiment: analyzing online reviews, surveys, and interviews with stakeholders to determine the key brand elements that Second Helpings has established. This was distilled into a brand personality that was then reflected in chosen brand colors, fonts, tone, and style. The brand book that I created to guide this process is below.
20th Anniversary
Original logo above, Maura Broderson's anniversary logos below.
In 2018, Second Helpings celebrated two decades of fighting hunger in Central Indiana. They needed a graphic identity that was close enough to the original that it wouldn't cause confusion, but different enough for people to notice. After sketching and refining, the Development team and I selected the logo below (far left) as the official 20th logo. I also created several variations of the 20th logos and special Facebook, Twitter, and e-mail marketing headers. The 20th logo will replace the original on all publications and brand touch-points for the majority of 2018.
