The Brief
Saving Homes is a nonprofit organization focused on helping families with children facing foreclosure to save their homes and avoid future financial troubles. Their mission is to provide innovative financial solutions to solve the affordable housing issue on a mass scale. When Saving Homes reached out to Purple Bunny, they were looking to design its entire brand from scratch so it could effectively reflect its mission, vision, and values.
The Challenge
Designing a brand with a heart to change lives
Saving Homes pays off families' mortgage debt and provides financial resources to prevent future distress. They then recoup the investment when the house is sold, allowing them to help more families. The brand needed to strike a balance between modernity and human sensibility. It had to convey a sense of authority and expertise to donors and contributors, while also making families feel cared for and supported.
The Solution
In order to create a brand identity that truly reflected Saving Homes' mission, vision, and values, while still being flexible enough to meet the organization's time and budget constraints, we offered a tailored Branding process.
This is how it went:
First, our design team conducted an in-depth discovery process, including interviews with the major stakeholders, to gain a 360 understanding of the project, the concepts, and the emotions they wanted to convey.
After that, we helped Saving Homes define its personality, values, and future vision of the brand. We explored various visual references to gain alignment on the look and feel Saving Homes wanted to portray.
After defining the key branding elements, Purple Bunny presented Saving Homes with various concepts and many logo options, allowing them to select the most memorable and meaningful one.
The next step was designing style tiles, a common ground to set the look and feel of the brand. We made a proposal for all the design elements of the brand, such as color palettes, typography, graphic styles, and imagery, in a concise and organized way in order to define the new visual direction for Saving Homes.
Color Palette
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#677285
#B3BECD
#EBECF0
Typopography
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Image Treatment
Social Media
Brand Applications
The illustrations we created for the brand are a combination of geometric backgrounds and an organic style for characters. These emphasize the connection between parents and children and highlight the impact this project has on real families.
Finally, we combined all the definitions made in this journey into a comprehensive Brand Manual that established the correct use of the brand, logo, color palettes, typography, and other elements across different media. The Brand Manual ensures Saving Homes maintains consistency and clarity in its branding across all platforms.
The results
A meaningful brand for a stronger impact
Thanks to the Branding process, we were able to create a brand identity that effectively reflected Saving Homes' mission, vision, and values while fitting their time and budget constraints.
At the end of this process, Saving Homes received the following:
Logo. By involving all key stakeholders in the process, we created a memorable and meaningful logo and overall identity that resonates both with families and donors, while maintaining a human touch.
Brand manual. With the Brand Manual we designed, Saving Homes now benefits from consistency across all brand touchpoints. This builds brand recognition, empathy, and trust while conveying a sense of professionalism and expertise.
