Dogwood Initiative undertook a rebrand as simply Dogwood in 2016 — a name which most volunteers and others in the NGO community were already using. It was vital that the accompanying new identity position them as a coherent, legitimate, formidable player in BC. Authenticity, confidence, inclusivity and being winners were key influencers for the design, along with the knowledge that what unites its diverse community of British Columbians “is a sense that something is wrong in B.C. but if we work hard together we can fix it.”
We collaborated on strengthening and modernizing the flower icon, in the process removing the sharpness of the original without compromising its power. The result is a bold, energetic, kinetic shape paired with modern, approachable and solid typography. Two variants of this sophisticated but friendly typeface are used for all communications along with a palette of three fresh colours that avoid typical enviro tones while making a gentle transition from colours used in recent campaigns I designed for the organization.
Paper Leaf expanded on this palette for the organization’s new website.