Oregon Just Transition Alliance Rebrand
CLIENT
Oregon Just Transition Alliance
ROLE
Creative Director
BACKGROUND
X
IDEA
x
A NEW NAME​
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Brink Communications renamed themselves to ‘consider,’ a word that could reflect our thoughtfulness and invitation to shift perspectives. The word mark design was carefully crafted to visually represent 3 main attributes of the new brand; reciprocity, community, and embracing both/and.
RECIPROCITY​
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The ‘c’ and ‘o’ are connected, creating rhythm and reciprocity. This dynamic shape nods to the brand trait of working together with community through continuous dialogue and flowing momentum.
COMMUNITY​
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The focus on the letters ‘co’ centers community, the approach the agency takes in their work. The emphasis on the ‘co’ also symbolizes them as co-conspirators and co-creators, they are thoughtful listeners and take action in the pursuit of justice. At their best, their work brings folks in, brings wholeness and transforms from the inside out.
BOTH/AND​
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The letterforms are bold, yet rounded and approachable, representing the idea of both/and by juxtaposing strength and vulnerability, a radical softness.
COLOR​
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The brand colors shift away from singular colors and embrace the in-between, because consider doesn't live in the binary. The yellow/green is the hero color, calling attention to what matters, while still providing the full context. It is striking, energetic, and bold, and represents the ability to highlight change.
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The secondary palette helps create the branded gradient spectrum. It is a deliberate reflection of the idea of what exists beyond the binary. The team is a diverse set of people, with a multitude of talents, lived experiences, and intersectionalities of identity. We wanted to celebrate this with the ‘spectrum’ swatch, which encompasses all of the brand colors, representing inclusivity and all of the agency working together as a cohesive team.
TYPOGRAPHY​
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Continuing with the idea of both/and we selected a mix of typefaces that had both san-serif and serif versions. This provided the design with cohesion and versatility.
COLLABMARKS​
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The work is a journey, and the team pushes against perfectionism. We featured organic work-in-progress design elements to create a sense of iteration and revision. It invites collaboration visually, and celebrates our imperfection and humanity.
DUALITY SHAPE​
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The idea of shape is in the mission statement, “we shape new narratives.” This design element visually represents this and the both/and philosophy. It balances round and sharp edges and masculine and feminine shapes, echoing the in-between nature of the brand design.
BRAND IDENTITY​
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All of these elements come together to create the brand identity. They created a system that provided us with the flexibility to design for every space, and the meaning to communicate who Consider is visually.
