logo design | web design | branding | marketing

African American Cultural Arts and History Center

CHALLENGE Establish branding for a non-profit through a redesigned logo, updated website, and social media presence in time for their grand opening.

NARRATIVE This local non-profit actively collects and preserves the rich African American History of Alamance County.  The missions and values of the cultural site and museum are reflected in the colors and design of the content produced for the web and social media. As a relatively new organization, there was lots of opportunity for growth and refinement in the existing logo and website. Along with redesigning the logo, I updated the website visually and improved the information architecture. I also created visually appealing exhibit text for the opening of the new location.

Design Process

BRANDING The Center needed consistent branding to use across social media, their physical location, and other communication materials. Although they had a logo, it had some technical design issues, and they needed variations to use on different backgrounds, and in different sizes. After discussing the meaning of the original logo and why the colors and design were chosen, I got to work. I updated the logo for consistent use, and created a set of alternate logos with color variation, as well as brand marks. Keeping the clients wants in mind, I chose colors and fonts for use across all Center materials to strengthen brand identity.

Logos, brand marks, colors and fonts from the Center brand guidelines

WEB DESIGN The Center wanted a new website that was more visually appealing and easier to navigate. I started by simplifying what they had by removing backgrounds and extra design, before adding a few touches that followed the brand guidelines I established. After initial visual changes, I wanted to improve the information architecture of the site to improve user experience and SEO. As a non-profit that relies on donations, SEO was important because visibility on search engines can lead to more support. I took the site from seven pages to six and rewrote the body copy of the website across all pages. After this, I further improved the visual appearance of the site, and added my final touches.

A tablet, laptop, and desktop showing the Center website

EXHIBITS The branding and website redesign coincided with a grand opening of the Center's first physical location. Exhibits on African American history in Alamance County were curated by the board, and needed accompanying text to contextualize and explain artifacts. After copyediting desciptions written by the executive director, I created a standard layout to be visually appealing and informative. These pages were printed and are currently mounted next to exhibits in the Center.

McCray School Exhibit Copy
McCray School Exhibit Copy
McCray School Exhibit Copy
McCray School Exhibit Copy

SEE MORE aacahcenter.org