GrowNYC is a non-profit sustainability resource for New Yorkers, providing free environmental tools and services that transform communities and improve NYC’s quality of life. The aim for this rebrand is to develop a more humanistic identity and bring clarity to the products and services they provide and its vision for NYC.
DESIGN CHALLENGE
The Problem
With over 43,000 followers on Instagram and over 37,000 followers on Facebook, it is undoubtable that the company has an influential online presence. However, as the company continues to grow its four channels (Greenmarket, Recycle, Garden, Teach), so will its content from its website and social media platforms. GrowNYC is becoming not only a resource for accessible food, composting and recycling programs but also an online resource for information. At GrowNYC’s current scale, these channels can easily lack focus and direction, creating confusion surrounding the nature of GrowNYC and what they do and represent. By making this information more accessible through clear messaging and clarity in its product and brand focus, GrowNYC’s company growth can be supported.
The branding of GrowNYC aims to generate a more humanistic identity that reflects a brighter envisioned future for the environment and the community of NYC.
Building Blocks for Sustainable Living
‘Building’ blocks → Piecing together sustainable resources for the people of NYC
Building ‘blocks’ → Building blocks/neighborhoods into areas of better quality living
Sustainable Living → Shaping NYC into a sustainable, food-accessible place, thus, enhancing the quality of living.
Literature Review
To initiate my project, I conducted thorough secondary research for 1-2 weeks in the form of a Research Report.
Defining Weaknesses in the GrowNYC brand
From my research, my main findings from my SWOT analysis was:
However, there was a huge opportunity to take advantage of their online following and market to younger generations through social media and create more engaging content (i.e. information videos, tips, etc.).
Understanding the Audience
I developed four user personas based on the four different learning styles. This helped identify my target audience and what their possible needs and pain points are and any opportunities for improvement.
Creative Strategy
Ideation
I sketched four different visual approaches for GrowNYC’s branding.
The Logo
GrowNYC’s proposed logo reflect’s the organization’s positivity and future driven attitude around sustainability, food-accessibility, and quality living.
Fluid Elements
Fluid elements signify GrowNYC’s core values—happy living, organicness, inclusivity, connectivity, growth, and fostering futures. Its bright colour palette intends to communicate GrowNYC’s bright, optimistic outlook on generating an accessible, greener city.
One of my key takeaways from developing this project was embracing the power of brand fluidity in corporate design. Creating a dynamic brand identity that is adaptable, fluid, evolving, growing, and customisable allows the company to stay relevant and engaging in a dynamic and diverse market. It is through these fluid elements and its responsiveness that allows companies to create a 'living' brand adaptable to change and evolution.
