ReadingCAN Branding

Having been assigned a local Berkshire charity to rebrand as a group, we began researching the organisation – Reading Climate Action Network. In this process, we had the opportunity to speak directly with the clients, interviewing them to best understand their views and goals on the charity. Their views on the current branding were hugely important, informing us that their current branding is cold, impersonal, and distant from the organisation’s values.

We began developing with this research in mind, providing clear motivation and benefitting our decision-making. With the organisation attending a nearby fair, we were able to see their current branding, stall, and visuals in direct comparison to other charities and organisations. Our ideation focussed on capturing the group’s approachable, community-centred approach, as well as their goals to reduce Reading’s contribution to climate change. This was undeniably a challenge, with the imagery surrounding the subject being difficult to represent.

While various concepts were trialled and ideas discussed, there was a struggle to balance the empowering, dynamic side of the brand’s values with their welcoming, community outlook. We also worked to balance the playful and serious parts of this organisation, needing the final concept to balance both. By using a round, bubbly typeface, a sense of strength could be communicated alongside the welcoming, approachable appearance of these rounded shapes. To integrate relevant imagery, we tested different icon illustrations within the counter of the ‘A’, with its distinct shape and central position allowing this to be effective.

Although experimentation with connecting letters was attempted, we concluded that the brand’s mark had strength and clarity in its simplicity. The rounded leaf shape within the ‘A’s counter was reflective of growth and nature, linking to the organisation’s goals. The vibrant green was an obvious choice, adhering to sector conventions and immediately conveying the optimistic and climate-conscious attitudes at the heart of ReadingCAN.

With the logo finalised, we developed full brand guidelines, creating a document for clients to be able to apply the branding consistently and effectively to all outputs. This included logo variations and applications, giving any other designer or volunteer clear instructions on how these should be used. The report also featured other assets developed for this brand, such as illustrations and example imagery, providing useful visuals to maintain consistency across designs.

Having created this comprehensive branding, we applied it to various outputs, displaying how it can operate across various formats and structures. This began with digital outputs, including a remade desktop website and a prototype social media grid. While these designs were kept intentionally simple and clear, the additional branding elements and bold colours bring a real sense of energy to the site, helping to keep users engaged without compromising their serious messages and goals.

For events, a printed leaflet was created, serving as a lasting reminder to people having interacted with the ReadingCAN brand in person. This will reaffirm the organisation to users, encouraging them to visit the website and social media pages to learn more. On top of this, to heighten the brand’s presence, t-shirts and tote bags were developed, acting as branded apparel to be worn by volunteers or to be sold at the stall.

Finally, having seen the group at an event, it was clear their 2-meter-tall banner required some improvements, previously being text-heavy and unappealing. An image-centred approach was favoured, combined with a strong campaign message. A narrative is created through the growing scale, helping to engage viewers in all three banners and draw them into the stall. With the volunteers being hugely passionate and informative, our goal was simply to attract people towards the ReadingCAN representatives, with these empowering images helping to encourage this initial contact.