Share

Rebraning a club that educates on sexual health and wellness.

Project Type

Logo Design
Brand Strategy
Collateral Design

Role

Lead Designer

Share is a student-led club at Northeastern University that focuses on providing sexual health resources, advocacy, and education to both student and greater Boston area audiences. The club meets weekly to hold workshops and discussions around all things sex.

Inspired by the club’s loud and empowering outlook on making resources readily available to those who want to learn more, I wanted to establish a cohesive brand for the club in order to make them appear as professional as they truly are. Reducing their one-off approach to their visual identity, I implemented a type and color system that allows the club to distinguish itself as a more reputable organization.

Modernizing the underwear logo.

The club’s primary identifier, the underwear logo, underwent an update to be consistent with the newly established brand. The evolution of the logo was necessary to make the brand pop and look professional. Since the logo is rather unconventional, it made sense to simplify it to just a graphic stamp of underwear, allowing for their symbol to stand on its own as an unforgiving identifier for the club, uncluttered by extraneous information.
 

The brand breakdown

Additionally, I developed a typographic system that the club could implement in both print, and digital materials to be used for internal or external communication, as well as marketing. Since the club is based on advocacy, I decided to use the soft serif typeface, Dillon, which reminds me of vintage signage and poster design from the 1960s and 70s. This allows the club to be bold and striking while tapping into the grassroots efforts the club is making. Since that typeface is primarily used for headlines that grab the viewer’s attention, I included other typefaces, Bilo and Cooper LT to round out the punchiness of Dillon, while still giving the brand a charming and welcoming feeling.