La fuerza de una sonrisa
Aladina Foundation · 2020 · Madrid
rebranding
non-profit org
award winning
team work
PROJECT
In 2020, my team’s proposal of rebranding and advertising campaign for the 15th anniversary Fundación Aladina won the annual Contest for Entrepreneurs and Creatives held by CEU San Pablo University.
This private non-profit organization provides support to children with cancer and relief for their families by offering psychological care both inside and outside of hospitals. They also cover medical expenses for households with fewer resources and carry out renovations in public hospitals to make stays more comfortable.
DESIGN TASK
The design challenge was to propose a rebranding and a marketing, communications, and advertising strategy to commemorate the organization's work over the years.
OLD LOGO
NEW (OUR) LOGO
This was our starting point for the design task:
PURPOSE
We want our little warriors to never lose their smile or strength to fight
Parents: "I'm scared and I'm looking for guidance and support on this journey."
Children: "I need to feel that I'm not alone."
INSIGHT
A small, committed team supporting all families of children and teens with cancer
We are with you every step of the way
POSITIONING
BRAND VALUES
Care beyond the physical
Passion for caring
Commitment to families
ATTRIBUTES
Optimistic
Cheerful
Young
Social
BRAND IDEA
The magic of a smile, the strength of our warriors
WORK PROCESS
Our team was composed by 4 Digital Communications degree students. My role was to propose initial creative routes, develop concepts and work on the final brandbook.
Our proposal
"The Strength of a Smile" reflected the joy and innocence of the cancer-sick children through a strong, fun and lively visual identity. The proposal aims to improve the perception and connection to the organization, highlighting the approachability and accessibility while making the brand more visually appealing and refreshed.
Strategy
Based on the values and attributes of organization: Optimism (fight and passion), Joy (smiles and care), Youth (empathy and energy) and Social (closeness and affection). All of them, simplified into love and therefore, removing "Foundation", becoming simply Aladina.
Logotype
We wanted to respect the original essence by keeping the "magic lamp" as a key element. We took advantage of the already exiating connection to the symbol and just simplied it, making it more round, to look fun and playful.
Colors
"Aladina Fuchsia Red" is our main corporate color, which is used in combination with one or more colors from the main or second palette. All of them are bright colors associated with childhood, magic and strength.
Typeface
The typography is also inspired by the logo and the dynamism of the icon, reflected in the vertices of the characters and the roundness of the stroke. It aims to highlight the same attributes as the brand: it is cheerful, flexible, youthful and conveys confidence.
Key Visual
We drew inspiration from the shapes that make up our logo symbol, the magic lamp. Our symbol is formed by the outline of several circles and the ending of a square. By combining these shapes, we can create adaptable designs for every media.
Pattern
It is built from one of the parts of our symbol: the smile. This shape creates a dynamic, extendable pattern that can be applied to different brand applications.
Verbal Identity
Aladina's straightforward language makes the voice unique for communicating with everybody: from children to parents and from hospitals to contributors.
Social Media
We use an approachable and friendly tone on our social media channels that evokes a sense of calmness and positivity. For the content, relateable stories, testimonies and pictures always help people feel identified and connect.
CAMPAIGN SPOT
CHALLENGES
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Creative, modernizing rebranding
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Time and resources limitations
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Fully digital project during COVID pandemic with client limited contact
OUTCOME
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Award winning rebranding proposal
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Fully developed Brandbook
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Complete marketing, communications and advertising strategy campaign
FINAL DESIGN
FINAL REFLECTION
This incredibly rewarding project has allowed me to tackle real-world challenges, and develop creative solutions within a highly creative team. I have gained hands-on experience while reinforcing my passion for design and visual communication. It has been an invaluable learning experience and opportunity to contribute on the helping of these children and their families from a design perspective.