ReCoast is a nonprofit research organization researching how to restore Louisiana's shrinking coastline using recycled glass sand. It was born from the expansion of Glass Half Full, a community-based glass recycling project founded during the pandemic by college students from Tulane University to address Louisiana’s non-existent glass recycling capabilities. Starting in the backyard of a fraternity, their efforts went viral and the initial operation grew to include ReCoast, as well as a K-12 education nonprofit, Glassroots. ReCoast, Glass Half Full, and Glassroots all still work closely with each other, however, a lack of distinct branding for each arm of this family causes confusion around each org's respective scope of operations. Unique visual identities coupled with strategically branded assets could help each entity increase its reach, attract more institutional investment, and help enable the projects to scale.
Nonprofit
Recycling
Education
Brand Identity
Interaction Design
Strategy
Logo Website
Optimistic Innovative Trustworthy
PP Neue Montreal PP Eiko
Spring 2024
Within the luxury segment of sexual wellness products, a slew of competitors are present. Most brands tend to carry similar lines of products: condoms, lubes/serums, and toys, with a few also selling supplements, wipes, std tests, and menstrual products.
I researched and categorized competitors according to how they were positioning themselves in terms of visual identity (y-axis) and brand voice (x-axis) to pinpoint where exactly a new brand could easily differentiate itself.
Glass Half Full maintains a robust social media presence on Instagram and TikTok, which Glassroots and ReCoast benefit tremendously from.
As is the case with many nonprofits, Glass Half Full scaled without solidifying consistent brand identity assets or guidelines, and relied on Wordpress templates to build its site and those of the organizations it spawned. Logos appear to have been created by volunteer labor and do not feel connected to each other or in service of larger efforts to brand their organizations digitally.
The redesigned logos are all built using the same typeface, and the same modified character is used in each logo to help preserve unity across the family of brands.
The wave shaped crossbar in the "A" is a simple yet elegant solution that evokes the coast—tying the sustainability-focused mission to the visual identity of the brand.
Neutral colors, smooth animations, and refined typography help the digital experience of the homepage feel luxurious. Including sections to explore the ethos of the brand, using inclusive and high quality photography, and having a blog on the site help the target consumer experience Bontemps as a lifestyle brand, not just a place to buy lube and condoms.
