As a result of the formation of a new department called Social Impact, there was a request to rebrand Shine to align with Uplift, another initiative managed by the same department.
Art Director: Kendall Lock
Lead Designer: Rosie Lin
When we developed the Uplift branding, the team was impressed and excited by the elevated appearance of the logo and landing page. Shine had been created a few years earlier, and while the team wasn’t dissatisfied with its logo, they desired both logos to complement each other without one overshadowing the other.
There were a total of four rounds of pitches. The first round was more exploratory, during which I explained the concepts and inspiration behind each logo while presenting them. After the initial pitch, we received feedback that the team particularly liked the original shape of the icon. We were asked to continue exploring similar-shaped icons in the subsequent rounds. The third round introduced color into the equation, and by the end of that meeting, the final logo was essentially chosen. The fourth round involved building mockups and presenting once more to ensure that the final decision resonated well with the team.
Once the stakeholders saw some of our explorations, they were certain that the favorite was was the original icon. However, they preferred it in a circular shape to establish a connection with Uplift.
I had a lot of fun with these mockups. While some, like the landing page and business cards, were practical applications, others were designed to showcase the logo in various settings and applications, even if they might not logically exist in real life (such as the bus stop ad, mail seal, etc).
