MOVE
CONSTRUCTION (NON-PROFIT)
2019
ART DIRECTION & FULL BRAND IDENTITY
MOVE, a longstanding champion of building essential infrastructure in impoverished areas for four decades, embarked on a quest for a new brand identity. The creation of MOVE's logo mark presented a unique opportunity to infuse profound significance into the design. We centered attention on the arc of the letter "M," which harmoniously resembled an arrowhead, poised as a beacon for the present moment—a vivid testament to the transformative power of action.
ABOUT.
SCOPE OF WORK.
Develop a new brand identity that would authentically mirror their current mission and grow interest in younger generations of volunteers.
FOR USE ON.
Printed Materials, Website, Social Media Outlets, Concrete Slabs, Job Site Apparel, Construction Products such as Hard Hats and Rebar, Promotional Items, Trade Show Booths, Polos, T-Shirts and Video.
DESCRIPTION.
Simply put, a straightforward approach, a shift in overall aesthetic, and a fresh hierarchy creates a completely new brand.
Simplicity was a major guiding principle. The logo needed to be something that could be physically constructed, using materials such as wood, rebar, concrete or any other material typically found on a job site. This decision held special significance, as it served as a nod to the dedicated volunteers of MOVE, many of whom are working professionals or veterans with a profound connection to the brand dating back multiple decades.
MOVE'S FINER DETAILS.
HISTORY.
40 Plus Years of Service
PEOPLE.
Over 1,000 Volunteers
PROJECTS.
Over 50 Structures Built
LOGISTICS.
Over 3,000,000 Miles Traveled
LOGO MARK CONSTRUCTED BY VOLUNTEERS (AVERAGE JOE CONSTRUCTION WORKERS) OUT OF EVERY DAY JOB SITE MATERIALS
Concrete block placed into a new build signifying the completed year and the start of new ministry.
Shaped and welded rebar representing the support that MOVE gives to under-served communities.
Structures are often built with wood plankings that carry drawings, messages, and encouragement.
A welded steel plating monogram and word mark to be placed in an additional structure for added significance.
Every facet of MOVE's brand received enhancement. The redesigned brand now boasts a deliberate visual aesthetic, complemented by a refined color palette that echoes a boldness within the construction genre. New apparel designs seamlessly embody MOVE's vision for long term brand recognizability.
A NEW PRESENCE ONLINE
We established a compelling social media persona, and created a new website that separates MOVE from a traditional non-profit organization. By combining construction red typically found in brands like Craftsman, Milwaukee, and Snap-On, with photographic overlays, a completely comprehensive transformation was birthed. MOVE is now a proud, effective, unforgettable, and motivational brand that fully aligns with the organization's mission and aspirations.
MOVE'S FINER DETAILS.
FOCUS.
Combining visuals that tell a story, provide a want for anyone considering joining a trip, and have the appearance of a constrution brand.
CAMPAIGNS.
Every year is a new Instagram campaign targeting specifically two audiences: The first being veterans who attend a build every year. The second being the younger generation that will take the reigns over the next couple of decades.