Client: Self-Agency Academy
Project Type: Branding, Logo
Self-Agency Academy is an organization dedicated to bringing members of the Portland Metro Area community together. The purpose of their gatherings is to create solidarity in the community and encourage their participants to be their own advocates. Self-Agency Academy is a space mainly dedicated for women and female-identifying members of the community to learn and foster their self-agency.
Process
The need for the logo was the first step in creating the brand. The organization had existed under different branding and a different name and Della Rae, the client, wanted a new name and new look. Logo design started with the aim to speak to the audience, a predominantly female-identifying population, while feeling empowering and inspiring without being blatantly "womanly" or "girl power".
The Logos
The logo bug is a simplification of two As and an S to stand for the brand's name while also representing an arrow for growth, as is the mission of the agency. Font choice is a rounded sans serif that evokes a sense of femininity and trustworthy while also feeling sure and capable.
Brand Assets
Della wants the brand's visuals to include images from their events as well as light illustrations. We opted for line drawings. I hand drew these drawings for the various events SAA will be putting on in the spring and the illustrations appear on social posts and the website's promotions of the events.
The Brand at Work
Following the logo redesign, I refreshed the existing website on Squarespace to meet the new look and provide a level of trust and authority to website visitors. The new brand also required updated stationary and social media posts.
