The Entertainment Industry Foundation (EIF) is a multifaceted organization that leverages the power of the entertainment industry to raise awareness and funds for important issues. They were launching a new nonprofit dedicated to disaster relief aid and needed a name as well as a logo, visual identity, and website. The challenge was to come up with a name and brand that represented multiple parts of the organization (preparedness, immediate disaster relief, and long term recovery), fit in with EIF's other organizations, and was eye-catching to a energetic audience of entertainment individuals. Through the entire process we worked closely with EIF to create a brand that invigorates and prepares its audience for a myriad of possible disasters (which 2020 promptly put to the test!)
Creative direction: YYES
Extensive brainstorming, collaboration, and research was done in the process of choosing a name. We wanted to ensure that the name carried the appropriate tone for the brand and that it wouldn't conflict with any existing organizations in the space. Eventually we settled on "Defy Disaster" for its confident, daring quality and the pleasing alliteration.
Once we had a name, many sketches were done to explore how to represent the qualities of the brand in a logo. A breakthrough came when we discovered that the double 'D' of the name could be turned into a symbol of two people with arms linked, standing united. The heads were incorporated into the word mark as a colon and a bold, condensed typeface finished it off.
We chose a pairing of typefaces to be used for the identity materials and developed a one-color logo and icon. Neon green and black communicates the urgency of the brand as well as standing out from EIF's existing nonprofits' branding.
The colon element of the logo allowed us to expand it into a flexible extension system, for use during specific disaster relief efforts.
We then built the Defy Disaster website, which serves as a hub for current disaster information and fundraising, past efforts, preparedness resources, and media coverage. We applied the circles from the logo as photo containers and used the brand green sparingly throughout.