Toffie

BRAND IDENTITY   | 2018 - 2019 

DETAILS

Brain Research Foundation is a non profit organization established in 1953 to accelerate discoveries of the human brain by funding pioneering neuroscience research. BRF came to Mabbly to create a new website along with a refreshed visual identity that better aligns with their donor facing mission.

Working directly with the art director, strategy and data teams, I was responsible for crafting a flexible brand identity system that is clear, sophisticated, and friendly while embracing their vision of shared humanity and relentless curiosity. I also contributed to continued paid efforts for social campaigns across channels.

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PROCESS

I initially created two visual identity lanes. The first one focused on electrifying their original brand identity to create an exciting nuanced feeling of discovery. For the second exploration, I pulled inspiration from x-rays/CT scans and brain nodes to further diverge BRF from their competitive set.

To stay the closest within their existing brand, the Brain Research Foundation ended up choosing to refresh their existing brand identity. Our exploration then led to elevating elements that were working and providing them with the tools to still set themselves apart from their competitors, appeal to donors, and put humanity at the forefront of their brand.

OLD

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CONCEPTS

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