Moridale approached me to design and create a new brand identity system for their business, with a central focus on fostering meaningful connections between people. The goal was to develop a cohesive visual identity that not only reflected their core values but also resonated with their target audience, emphasising trust, collaboration, and inclusivity. This involved crafting a design system that was versatile, modern, and aligned with their mission to connect individuals and communities effectively.

To address Moridale's needs, I developed a comprehensive brand identity system that encapsulates their mission to foster meaningful connections and emphasizes their core values of trust, collaboration, and inclusivity.

Here’s how the solution was crafted:

Strategic Brand Foundation

• Conducted in-depth research to understand Moridale’s audience, values, and mission, ensuring the brand identity was rooted in authenticity.

• Established a brand positioning framework that highlights Moridale’s role as a connector of people and communities.

Logo and Visual Elements

• Designed a modern, versatile logo that symbolizes connection and unity, using overlapping shapes or interlinked elements to visually represent relationships.

• Developed a clean, approachable typography system to enhance readability and reinforce trust.

Color Palette

• Created an inclusive and inviting color palette, blending warm and cool tones to represent diversity and collaboration.

• Incorporated gradients to signify seamless transitions and interconnectedness.

Iconography and Graphics

• Designed custom icons and graphics that reflect human interaction and collaboration, ensuring consistency across digital and print media.

Versatility and Application

• Built a scalable design system adaptable for various touchpoints, including digital platforms, marketing collateral, and community events.

• Established brand guidelines to maintain consistency in tone, visuals, and messaging across all communications.

This cohesive approach ensures that Moridale’s brand identity not only stands out but also deeply connects with its audience, effectively reflecting their purpose and fostering lasting relationships.

These designs were all delivered:

• Primary & Secondary Logos
• Tag line
• Logo application
• Brand Mark and application
• Brand Pattern and application
• Colour Palette
• Brand VISION
• Brand MISSION
• Brand VALUES
• Brand POSITION
• Typography and application
• Business card design
• letterhead
• Email signature
• Uniform mock ups
• Photography Style
• Social Media Tiles
• BRAND GUIDELINES