Team Project: Redesign & Rebranding
Empowering Change through Design
Our team project embarked on a noble mission: to redesign and rejuvenate the visual identity of 'Repurposed', distinguished thrift store located in the Pittsburgh area. This store is not just a retail space, but it's a beacon of hope, supporting 'Living in Liberty', a nonprofit organization dedicated to fighting human trafficking.
Our endeavor aimed to enhance the store's brand image, amplifying its impact in supporting survivors of abuse, poverty, and homelessness in Southwestern Pennsylvania.
Project Overview:
Collaborative Endeavor for 'Repurposed'
Context and Rationale
Reinforcing a ‘Local, Non-Profit, Mission-Driven’ Brand
'Repurposed' is more than a thrift store, it's a pivotal component of the fight against human trafficking, supporting 'Living in Liberty'.
The store's mission extends beyond retail, aiding in spreading awareness and providing support and resources for survivors of domestic abuse, poverty, and homelessness in Southwestern Pennsylvania.
Our rebranding project was initiated to amplify this mission, ensuring that every design element speaks to the store's profound impact and aligns with its commitment to social change.
Overview
Tools: Illustrator, Photoshop, After Effects, Figma, Aero
Duration: 3 months
My Role
My primary role was Rebranding & Redesigning Leader. I redesigned its logo, typography, redefining the brand's identity across multiple deliverables.
My responsibilities also included developing engaging physical artifacts, creating environmental graphics, and designing practical yet brand-aligned merchandise.
Also I played a crucial role in the digital realm, overseeing the website and mobile app design, incuding wireframing, UI/UX design, and prototyping.
User Research:
Qualitative & Quantitative Research
In-Depth Understanding
Utilizing the 5W+1H and AEIOU methods, our field research involved user and staff interviews.
These provided us with a deep understanding of the existing circumstances and painpoints they have faced at.
Solution Strategy:
Pain Points & Targeted Design Goals
SolutionStrategy
Design with Purpose
Our design strategy centered on creating deliverables that were not only visually appealing but also strategically aligned with the organization's goals, considering user journey experience from before to after visiting.
We aimed to enhance brand visibility, improve user engagement, and convey the organization's mission through our design choices.
Our deliverable strategy includes,
Logo redesign
Typography
Physical artifacts
Environmental graphics
Specialized merchandise
Online website & mobile application
Identified Problems
Following our field research, we identified main problems and pain points were
Poor Visual Communication System
Insufficient Staff
Lack of Funding
Design Ideation Process:
Shaping a New Narrative for Rebranding
2.Solution Analysis
Following the mind mapping exercise, we seamlessly transitioned to theme selection. This crucial step involved narrowing down concepts, choosing a central theme, and establishing the thematic foundation that would guide the entire rebranding effort.
4.Brand Image Positioning
Brand image positioning became a focal point, aligning the store’s identity with its mission. We strategically positioned “Repurposed” to convey a compelling narrative, ensuring that its image resonates authentically with the intended audience.
3.Competitive Analysis
To situate “Repurposed” strategically within its market, we conducted a comprehensive competitive analysis. This step enabled us to identify unique selling points, understand market trends, and position the thrift store distinctively among competitors.
5.Brand Identity Planning
The final step in this holistic redefinition process was brand identity planning. We meticulously crafted a detailed plan that encompassed the visual and conceptual aspects of the brand. This planning laid the foundation for a consistent and purposeful rebranding journey, providing a roadmap for subsequent design endeavors.
1.Mind Mapping for Ideation
The rebranding ideation for “Repurposed” thrift store commenced with an extensive mind mapping session. This ideation process allowed us to explore diverse concepts, ensuring a rich pool of ideas that could contribute to the holistic redefinition of the brand.
Design Conceptualization:
Redefining Visual Brand Identity
Brand Identity Logo & Brand Name Logo Redesign
The centerpiece of our rebranding effort was the redesign of 'Repurposed’s' logos.
We made brand identity logo & brand name logo, using silhouette shape of the store’s representative products.
Our aim was to craft a visual identity that was both contemporary and reflective of the store’s specialized characteristics, inspired from its mission of the commitment to empowering survivors and combating human trafficking with their products.
Design Approach and Guidelines:
Enhancing the Brand’s Voice
Colors, Shapes, Typography
We made a comprehensive but cohesive brand style guide to build a consistent and recognizable brand presence. This guide outlined specific design elements like shapes, colors, and typography, integral to the brand's visual narrative.
Key Deliverables:
Bringing the Brand’s Voice to Life
Deliverables
Our deliverables spanned various mediums from print to digital, thoughtfully designed to enhance the brand's narrative. These included physical artifacts, environmental graphics, and digital interfaces, with the goal of elevating 'Repurposed' presence in the community.
1. Poster and Physical Artifacts
First of our materials, focusing on before the user comes to Repurposed, as a marketing material to post in the surrounding community to bring customers in. We also wanted to develop physical artifacts that customers could keep with them after they visited the store.
2. Environmental Graphics
Repurposed sits on a very busy road almost like a highway, so that it’s easy to miss by people driving by. Because of this reason, we created something visually striking using the color and shapes of the brand’s products and developed easier to read and more well-categorized interior signage to help customers navigate through the store, again using the main categories and shapes to be consistent with the brand.
3. Merchandise
We noticed that there were plenty of thrift bags in the stores, but not the ones that represent the brand itself. We imagined people walking down the street, carrying these tote bags. Not only are they handy, but they also serve as a walking advertisement. It’s like carrying a little piece of ‘repurposed’ wherever you go.
4. Website
We found some challenges in terms of staffing and funding. To tackle this, we’ve decided to launch an online shopping platform to reach a wider audience, and make things more manageable for our hardworking staff. We created each different page all through out the website from main homepage to end of purchase page.
5. Mobile Application
Adding to online platform, we built mobile app for more convenient use for staff and customer. We build a structure for the mobile app and divided it into two functions, one for the staff and one for the customers.
Future Plans and Goals:
Real-World Application
Beyond the Design
Following the positive feedback from the brand manager, we are planning further consultations with the Brand Director.
Our goal is to see our conceptual designs transition into real-world applications, thereby actualizing the reimagined identity of 'Repurposed'.
Insights
This project transcended traditional design boundaries, allowing our team to explore the intersection of creativity and social responsibility.
It was more than a redesign, it was an exploration into the power of design in shaping social narratives.
The experience has enriched us with deeper insights into the role of design in supporting and amplifying social causes.