HAAM is putting Health and Wellness Center Stage for Austin musicians.
PROJECT SCOPE: Art Direction | Brand Identity |Copywriting | Website Redesign
PROJECT DURATION: 3 Months | Spring 2023
TOOLS USED: Illustrator, Photoshop, Figma/Figjam, InDesign
WHAT I DID
Research
Branding
Website Redesign
Copywriting
COLLABORATORS
Colin Morris - Research, Social Media, Copywriting
Aundréa Verdi - Research, Posters, Copywriting, Photoshoot Lead
Jae Garcia - Research, Posters, Copywriting
Caitlin Corkran - Research, Donor Book, Copywriting
PROJECT OBJECTIVE: Rebrand the organization HAAM, also known as the “Health Alliance for Austin Musicians” and create a campaign.
GOAL: Create a brand voice that captures donors’ attention and spread awareness to Austin musicians. We also wanted to develop a campaign that was in your face about facts and why it’s crucial to contribute to HAAM to keep the Austin live music scene alive.
OUTCOME: Our rebrand captured a new voice that was bold and not afraid to get straight to the facts. With a redesigned trademark, website, social media, and 2023 donor book, plus new posters, we were able to emphasize we’re no frills, no fluff, we’re just doing exactly what we say we do.
WHAT I LEARNED
This was my first project that involved branding for a non-profit. It was a little difficult at first trying to conceptualize branding that wasn’t the standard non-profit look and feel because we really wanted to encapsulate Austin’s culture within our branding. It was really fun to push the boundaries for branding while also really learning what drives a good campaign.
WITH MORE TIME…
With more time, I really wanted to explore more of the website redesign. There were accessibility features we wanted to design out such as showcasing the website in Spanish or offering a light mode and dark mode. Accessibility was a feature we wanted to prioritize due to the fact our clients handled healthcare matters with their clients, and in the future I would really love to explore what that looks like what trying to still stay true to the very bold and in your face brand voice.