Cassandra Bertelson
Cassandra Bertelson
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Rebranch Case Study

Rebranch Case Study

Rebranch is a team branding project I worked on as part of an AIGA student event called "Branded 2017".  My team worked with a group of business majors who had come up with a non-profit organization that helps military personnel who are finishing their service within the next year have the opportunity to have valuable job shadowing experience. This experience will help thousands of people find their ideal jobs outside of the military and lower the amount of homeless veterans in our country.

The original design was just a logo, So I have taken the logo and brightened the colors on it as well as expanding the brand which includes a website mock-up, stationary with a business card design, and promotional materials including  magazine advertisement and merchandise mock-ups.

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Logo Design Process

Our final logo design was one of many different concepts my team and I played around with when sketching out ideas. We each individually took time to sketch out what we thought would work and then as a team we cam together and decided that my triangle design was the best choice because of the concept. As seen in the picture above, I player around with geometric concepts, the physical branch concept, and the idea of moving forward in ones career. The concept we went with featuring the triangles represents the idea of moving forward successfully but still having the job shadowing experience with the soldier wherever life takes them in their post military careers. We all agreed this was a beautiful design with a strong concept behind which in the end was the look that the business majors were looking for with their non-profit company. 

Naming Process

When the proposal came to us the company was originally called ShadowSpot which my team and I felt didn't fit the message the business majors were trying to get across. The original name to us seemed more like an internet service or an infomercial product name. So keeping this in mind we spent three hours thinking of names that were strong military names relating to job shadowing and getting across the idea of getting job shadowing experience before the soldiers military career ends. Eventually, we arrived at ReBranch as a way of saying "We want to help you make an easy transition from military personnel to hard working civilian."  as well as the fact that it's such a strong name that people will remember.

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