Insight of Brooke's experience doing a brand refresh for Feel the Beat!
In my most recent project, I had the pleasure of working with the nonprofit organization “Feel the Beat”, which specializes in making music accessible to individuals who are deaf or hard of hearing, alongside those without disabilities. The project required a redesign of their existing logo to better reflect their innovative technology and the vibrancy of their dance classes. My approach was to preserve the essence of their original logomark, particularly the hand shape that had become synonymous with their brand, while infusing new life and energy into the design.
Understanding the organization’s mission and the audience’s unique needs was pivotal in the creative process. By incorporating elements that suggest movement and rhythm, I developed a dynamic logo that not only maintained the recognizability of the original hand shape but also introduced a visual representation of the beat. The final design featured lines that flowed through the letters, creating an animated effect that symbolizes the beat, thereby encapsulating the essence of their services. This not only met the client’s request for a logo that feels fun and energetic but also ensured that the logo remained inclusive and representative of their technological advancements. This experience honed my ability to translate complex concepts into simple, powerful visual messages, a skill I am eager to bring to your client’s logo design project.
A common misconception is your visual branding is complete with just a logo. However, successful visual branding goes far beyond that. It incorporates fonts, brand colors, layout design elements and occasionally iconography that all marry together as a cohesive style. At the onset, Feel the Beat was staying safe with a monochromatic brand color palette utilizing their primary purple and varying shades of purple as their secondary colors. Due to the dynamic, movement-focused essence of the organization, I wanted to incorporate colors that added depth and allowed design flexibility. I added complementary yellows and subtle blue hues with additional gradient colors to modernize their brand. Color variety can be an excellent way to separate large chunks of information or website pages.
A significant portion of Feel the Beat’s audience is deaf or hard of hearing. To better serve this community, I designed a custom ASL alphabet and iconography for their brand. These elements visually break up statistics and data shared online and in print. While stock options can be a quick fix, they often disrupt the cohesive identity businesses work hard to establish. I wanted these to live in the Feel the Beat universe seamlessly and maintain visual consistency.
Finally adding some concentric corner circles, circular photo frames and other movement based shapes to break up their layout design became a playful addition their designers use regularly to liven up their flyers, site and social content.
This rebranding project highlights my ability to create dynamic and cohesive branding solutions for diverse organizations, from nonprofits to small businesses and even dance studios. Whether your business needs a refreshed brand design, a comprehensive visual identity, or innovative graphic design solutions, I bring creativity, attention to detail, and a deep understanding of brand strategy to every project. Let’s work together to elevate your brand and tell your story.