Creating a Unified Look to Support Brand Strategy

One of the challenges organizations face is creating a unified vision of their brand strategy across its many expressions: brochures, newsletter, stationery, direct mail appeals, web site, signage and trade show graphics. This can be accomplished in different ways, but some of the tools designers can employ are a consistent fonts and color palette, a repeated shape (as a graphic element or even shape of the finished piece) or other graphic elements like a page border, ghosted image or background texture.

For World Hope International, we chose a consistent color palette, fonts, color blocks, bright colorful photos of people and similarly styled icons to tie together their general brochure, program brochures and newsletter with annual report.