Background

Pyramid House Foundation is dedicated to addressing the pressing issue of limited access to safe and affordable housing for individuals aspiring for a brighter future. They strive to offer an elevated living experience in prime locations, fostering vibrant communities and providing a nurturing environment for personal growth. Committed to their belief that every individual deserves a home they can take pride in, Pyramid House Foundation works tirelessly to dismantle barriers and open doors of opportunity for those most in need.

The Challenge

Developing a brand from square one for a new organization presents an exciting but significant challenge. Starting with a blank canvas, it entails meticulous efforts to shape an identity that reflects the organization's values, mission, and unique offerings. Thorough research, strategic planning, and creative vision are crucial to define the target audience, positioning, and brand personality. Crafting a cohesive visual identity, designing captivating visuals, and formulating compelling messaging are integral components. Building a brand from scratch demands a deep understanding of the organization's purpose and impact, as well as a keen awareness of the competitive landscape. Through thoughtful consideration, collaboration, and a clear vision, this process creates a solid foundation for future success.

The Approach

In speaking with the stakeholders, I learned that their primary goal for this project was to establish a visual identity that felt more professional while capturing the spirit of the organization. As a first impression, they wanted the brand to feel bright, bold, and inspiring. They wanted to use symbolic uplifting imagery rather than literal imagery of incarceration. 

Ultimately, our approach was to design an abstract logo symbol that could communicate the character of the organization rather than the literal spaces and populations they work to support. We wanted the brand to feel bright, bold, feminine, and polished.

The Results

The development of Pyramid House's brand architecture involved a strategic and iterative process. It began with Brand Clarity Workshops, guiding company leadership through exercises to define the brand's core elements. Extensive Strategy Research & Development followed, which included market analysis and competitor research to shape a compelling brand strategy.

Logo Design Concept Development played a crucial role, as we worked closely with leadership to create a distinctive and memorable logo. The visual identity system was then developed, including color palettes, typography, and additional graphic elements, all aligned with the brand's values, personality, and goals.

To ensure consistency, comprehensive brand style guidelines were crafted, providing instructions for logo usage, typography, color palettes, and tone of voice. These guidelines acted as a reference for all future brand communications.

Finally, the brand architecture came to life through the design and deployment of Pyramid House's website. The website showcased the organization’s visual identity and provided a user-friendly platform to connect with the target audience.

With a strong brand architecture in place, Pyramid House has established a solid foundation for presenting itself as a trustworthy provider of safe and affordable housing. The cohesive brand elements and strategic approach has better positioned the organization to fulfill its mission and create a better future for individuals in need.