It's easy to communicate to your customers with a cool image, a flashy animation or a fancy bit of verbiage. Problem is, in today's saturated market, images are in the billions, animations are too and text isn't read much anymore.
In our brand identity design process with Reconciliation Services we discovered their core concept was 'hidden and revealed.' These guys work hard on Troost Avenue in Kansas City with individuals needing emergency services and their belief is these people are not just affected by suffering and poverty, they actually have great dignity which RS empower them to see and live out. It is their inner strength which is waiting to be revealed.
Every piece we designed for RS embodies the concept of 'hidden and revealed'. Wether it is a brochure, sign, web page or business card, the public will be shown one thing, then something else will be revealed after that: 'hidden and revealed.' For their donor brochure, we chose a gatefold design which begins with their case statement, which then opens to their logo, vision and mission, and then opens to client stories of change.
In summary, the visual concept dictates the kind of asset needed to communicate the brand and what that asset should look and behave like. So design isn't, "oh I need a Wordpress site or an iPhone app, because that's where the money is," we are instead forced to ask why we will create a particular thing because we're looking to communicate a particular way. The RS concept is 'hidden and revealed' therefore all their communications pieces should convey hidden and revealed in the way their customers interact with them.
To see the full project go here.