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Branding

"I Have A Dream" Foundation

Kaitlin Archambault

Design Challenge: Refresh a 35 year old national education nonprofit. Working with all 16 national affiliate leaders, staff, alumni, and the national board, lead the development and buy-in of a consistent National brand that more clearlyconveys the work of the organization, enhances brand recognition, and re-invigorates tone around issues of educational equity.

Solution: Work with National and Affiliate Staff, as well as pro bono advertising consultants SBC Advertising, to lead an analysisof key competitors and brand performance. Use findings to present recommendations to key stakeholders and share visual branding for three rounds of feedback with leadership, board, and national staff. Updated visual branding, alongwith new tagline, has stronger appeal with current students and alumni, and more clearly conveys the long-term impactof “I Have A Dream”’s work with low-income students from kindergarten through college. New branded collateralincludes easy to edit templates and tools to ease the transition of local affiliates into a unified national brand. 

Scale & Impact: Transformed a 35 year old brand, opening up possibilities for new national funders and partnerships, along with increasedname recognition. Increased social and web traffic by a factor of 10 along with higher traffic media placements, including aseries of billboards in Times Square.  

Logo Variations

Style Guide

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Templates

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In the Thick

Kaitlin Archambault

CHALLENGE: Create a logo for a four-way political podcast by The Futuro Media Group. Should be in line with FMG's current brands, demonstrating the four-way format of the show, the diverse voices brought to the table, and be very digital-minded and social friendly. 

SOLUTION: Drawing from the color palette of affiliated brands, create a logo that’s simple, geometric and punchy with room for future variation. The four patterns reference the four rotating hosts, and can be used as a frame for episode-specific imagery. Templates are easy to edit for photos, quotes, and 

IMPACT: Ranked in both the top 50 and "New & Noteworthy" news & politics podcasts on iTunes. 

PRIMARY

 

AVATAR

 

GIF

EPISODE-SPECIFIC GRAPHICS

 

SOCIAL BANNERS & TEMPLATES

 
 

WEBSITE

REACH

 

Humanizing America

Kaitlin Archambault

DESIGN CHALLENGE: Create social media and web friendly branding for a new online documentary series, published by NBC News. The branding should reference the dynamic nature of America’s shifting demographics, with a tech bit of a tech tilt, and work well on screen. 


SOLUTION: Use modular tiles that work well as an overlay onscreen and over promotional screengrabs. Subtly reference the U.S. map using color and placement, and use geometric, tech-nostalgic pattern to tie together their digital presence. The color palette and typography marries with a related podcast (coming soon!), and the branding overall fits with the production company’s other brands. 


SCALE & IMPACT: This new program is growing quickly, featured widely across NBC’s website and broadcast programs, as well as through promotions & interviews on MSNBC (including Melissa Harris-Perry) and the Diane Rehm show. 

 
 
 
 

WEBSITE

Tendrel

Kaitlin Archambault

DESIGN CHALLENGE:  Create a branding system for Tendrel, a global professional association for entrepreneurs working to approach social issues systemically. Branding must capture the interconnectedness of both Tendrel’s members and the social systems in which they operate across the globe. The brand must cleanly combine the warmth and strength of this support system with a sense of passion, uniqueness and vibrancy.

SOLUTION: Combine a warm, vibrant palette with a clever play on traditional symbolism & patterns found in nature to share Tendrel’s work in a compelling and empowering way. Use a modular, systemic approach to design to reflect the nature of Tendrel’s work, using shape and color to empower and engage the viewer. Build a consistent but dynamic brand that members feel empowered to share.

Primary Logo

 
 
 
 

Secondary Logo

 
 
 
 

Primary Type 

 
 

Secondary Type

 
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Type Specimens

 
 

Color

 
 

Design Elements

 
 
 
 

Templates

 
 

Agency University Branding

Kaitlin Archambault

DESIGN CHALLENGE: create a consistent brand for Agency University, an intensive training program for insurance agents, to be applied across print and digital platforms (see print here and web here.) Must be serious and collegiate in appearance but lend itself to more playful applications and color schemes.

SOLUTION: design a custom monogram seal in a regal color that can coexist with softer pastels and clean white backgrounds.  

SCALE & IMPACT: coming soon! 

Incredible Days

Kaitlin Archambault

DESIGN CHALLENGE: Create a logo for Incredible Days, a business providing planned days of excitement and adventure for those interested in meeting new people and trying new activities. Geared towards adult professionals aged 18-34 with disposable income. The logo should capture the excitement, adventure, friendship and sense of exploration that Incredible Days provides.

SOLUTION: Combine illustration with type to create a logo that, while clean and modern, has an edge of fun, exploration, and adventure. Think outside the box to show what an “Incredible Day” can look like while accurately representing the types of activities involved.

SCALE & IMPACT: Coming soon.

 
 

ALT COLORS

 

BANNER

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