PSDI Branding Program

PSDI is a non-profit organization serving impoverished communities. I had the opportunity to be owner of the entire branding/identity and voicing of their outreach program.
The scope encompassed Brand design, development and identification. The framework, strategy, messaging, and positioning of how their services were communicated, and the narrative voice of how their services were externalized.
This framework was applied to all deliverables: logo/ID, educational presentation, brochure/collateral, info-graphics, and web layout/IU and body copy. Samples show complete ownership of the projects scope and deliverables.

Defining the story

At the heart of every identity program, the logo defines the story.
Each design concept approach needed to relate cultural ideals, empathy and bring voice to the solution that PSDI provides. 

Expressing the voice

The foundation to the PSDI solution was in positioning the visual identity.
The final logo chosen helped to relate the solutions taught by PSDI, and how they effect families as a whole, and the communities they encounter.
The logo needed to express that effecting one, effects many.

Telling the story

The program as a whole needed to express a cohesive look and feel - inviting and humanistic.
It was critical to position the tone of the web site, and all promotional materials as educational, rather then emotive.
Many charity outreach services cater too the emotional factors creating guilt as a barrier to their efforts.
I specify toned the narrative and structure of all solutions to educate the audience of the factors which create poverty, and how PSDI teaches it's practices to break the repetitive chain, rather than simply mask the direct causes.
Understanding the full scope of a product/service/idea is critical when creating any brand and positioning their tone of voice.