tom morse-brown
brand strategy and design
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Giving the Basics

Giving the Basics are a non-profit based in Kansas City whose mission it is to give dignity to struggling adults and children who cannot afford hygiene products. Their goal was to refine their design system and create an EOY campaign to garner much needed development funds. The new system, UX and asset design enabled them to communicate in a much clearer way and raise $27,000.

 An initial inventory of the orgs materials revealed inconsistencies in the brand. These were streamlined to create a cohesive design system before we determined priorities.

An initial inventory of the orgs materials revealed inconsistencies in the brand. These were streamlined to create a cohesive design system before we determined priorities.

 The new brand system of fonts, colors, design style, logo and marketing vision.

The new brand system of fonts, colors, design style, logo and marketing vision.

 As with any brand refinement, I asked before adjusting, what equity do we have in the existing mark and why would we change it? The new type and rounded logo fit with the new brand attribute of warmth.

As with any brand refinement, I asked before adjusting, what equity do we have in the existing mark and why would we change it? The new type and rounded logo fit with the new brand attribute of warmth.

 I developed a new icon set as part of the new brand system.

I developed a new icon set as part of the new brand system.

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 Photographic style

Photographic style

 New, focused and streamlined mission statement.

New, focused and streamlined mission statement.

 Alphabet design

Alphabet design

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 Once the design system was built I set about collaborating with the staff to create a workflow diagram to help us visualize all the moving parts of the campaign.

Once the design system was built I set about collaborating with the staff to create a workflow diagram to help us visualize all the moving parts of the campaign.

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 Layout and production of campaign materials.

Layout and production of campaign materials.

 Leave behind and campaign folder.

Leave behind and campaign folder.