Introduction
As a Graphic Design Consultant, my role was shaping GCRI’s visual identity to effectively communicate its mission. My work focuses on creating a design system that enhances clarity and engagement across all platforms. This includes developing branding materials, designing motion graphics, and ensuring a consistent aesthetic for digital and print content. By crafting a well-defined visual language, I help GCRI present complex information in a way that is accessible and compelling.
The Visual Communications Plan
The visual communications plan for GCRI is built around the need for consistency, clarity, and emotional impact. It defines a structured visual identity that includes a refined color palette, typography, and graphic elements that reflect the organization’s humanitarian mission. By establishing clear guidelines, we ensure that all communication materials maintain a professional and recognizable appearance. This strengthens brand recognition and enhances trust with audiences.
A key part of the plan is the integration of motion graphics, iconography, and structured video content. Given GCRI’s focus on outreach and advocacy, dynamic visual elements play a crucial role in making information more engaging and digestible. By creating a system for visual storytelling, we aim to enhance the effectiveness of GCRI’s messaging, ensuring that complex topics are communicated in an impactful and visually appealing way.
The Mood Board
The mood board serves as a visual foundation for GCRI’s branding and design approach. It brings together a curated selection of references, including impactful humanitarian campaigns, minimal yet effective iconography, and engaging motion graphics. These elements provide inspiration for the organization’s overall aesthetic, ensuring that the visual direction aligns with its core values.
Beyond inspiration, the mood board is a tool that helps streamline the design process and maintain consistency across materials. It acts as a reference point for designers, ensuring that all visual elements adhere to the same stylistic principles.
The Color System
We developed a structured color coding system for GCRI’s 12 sectors to give each one a distinct visual identity while maintaining a unified brand. The palette was refined to keep the colors balanced and adaptable across different materials. Each color was chosen to provide enough contrast for clarity while still fitting within the overall design system. This structure helps organize information visually, making it easier to follow and understand.
For GCRI, we developed a color palette that includes three main brand colors: Yellow (representing energy and visibility), Charcoal Gray (providing contrast and depth), and Teal Green (symbolizing innovation and progress). In addition, we created a set of 12 sector-specific colors, each carefully chosen to represent different areas of focus: Water (Deep Blue), Forests (Dark Green), Cities (Warm Gray), Energy (Electric Blue), Land (Rich Brown), Climates (Sky Blue), Food (Deep Orange), Ocean (Deep Teal), Business (Graphite Gray), Health (Leaf Green), Air (Cool Light Blue), and Technology (Deep Violet). This system ensures each sector has its own distinct identity while maintaining an organized visual language for the entire brand.
Beyond the main brand colors, a dedicated color was assigned to each sector based on its focus and role. The selections align with the characteristics of each sector, making topics like environment, technology, and business instantly recognizable. This system will be applied across all digital and print materials, creating a clear and organized visual identity for GCRI.
Logo & Iconography
A strong visual identity relies on clear and consistent logo usage. This phase focused on establishing guidelines that define how the logo should be applied across different mediums, ensuring a professional and cohesive brand presence. By setting clear do’s and don’ts, the design maintains its integrity while allowing flexibility for various applications.
Alongside the logo, an iconography system was developed to represent six distinct sectors, each paired with a specific color to enhance recognition and clarity. These icons serve as visual markers, creating a structured approach to branding across both digital and print materials. This implementation ensures that each sector maintains a connection within the overall identity.
GCRI prioritizes raising awareness about refugee challenges through impactful storytelling and visual communication. The organization believes that a strong, consistent visual identity can enhance engagement and reach broader audiences. By leveraging design and digital media, GCRI ensures its mission resonates with both policymakers and the general public, encouraging active participation and support.
