fresh 2 design
Brand development, strategy, art direction and UI/UX for a rapid-growing design community in Austin, TX.
At three years old, the organization was already experiencing growing pains and struggling to structure itself. On the surface, f2d only had a branding problem. Internally, however, the organizers were running themselves ragged. Fresh2design is off the books and still working on its non-profit status, so the organizers only had time outside of their full time jobs, and absolutely zero budget.
With our post-it notes and sharpies in hand, we set out to streamline fresh2design from the inside out.
The Design Team
Social Media Strategy
Social Media Strategy
F2d creates a diverse and inclusive environment in which it’s members can grow. F2d understands that each of its members has something fresh to offer the industry, and wants to return the favor by offering unique programing and exciting opportunities.
Much like the organization itself, the new trademark is all about perspective. The ambigram is made from shapes that symbolize growth and modernity—while remaining true to the group’s fresh roots.
Take it for a spin!
“fresh2design” and the city name are always lowercase to remain casual and approachable, and to keep the mark from looking too corporate. City chapters are differentiated using color, as long as no two cities within the same state use the same one.
Barlow, a free Google font, was chosen for its modern structure, rounded corners, and the flexibility of its 18 different styles. For consistency, only use bold for headlines and regular for body copy, unless an unforeseen circumstance presents itself.
The color palette was chosen to be graphic and eye-catching. Each color serves a specific purpose within the brand, whether it represents a certain event, city, or one of the 5 pillars.
Hand-drawn patterns enhance fresh2design’s friendliness. To avoid chaos, patterns are applied on a same color background—either light on dark or dark on light. Each recurring f2d event has its own color and pattern combination for easy recognition across platforms—but the patterns themselves in different colors can have multiple uses.
Who is fresh2design?
F2d is a fast-growing design community. It’s a group of emerging professionals who are fresh, but not naive. The f2d brand voice is profesh but not stuffy. F2d speaks to its community with a sense of humor and a sense of purpose.
Member Name Tags
When new members arrive at events, they will be given an official fresh2design name tag to bring back to every event. Stickers are provided as well in the hopes that members will get creative with their space and show off a bit of personality. There are also collectible buttons and laptop stickers to spice up the member's belongings.
At events, fresh2design and a swag sponsor will provide name tags for all attendees. Buttons and koozies allow members to rep their f2d status wherever they go, and provide some long lasting advertising for sponsors.
Fresh2design conducts most of its business on social media. Since each platform’s flow and voice is different, different kinds of content has a home on each social media site. We’ve created this flowchart to make it easier to know what goes where.
Through our research, we found that the Instagram accounts with the most impact are curated, current, and depict a desired lifestyle. Events are announced using one of the templates below, then followed up with an image or carousel gallery and a brief recap after the event has passed.
In this format, the fresh2design instagram will follow a one to one graphic and image grid. A text only template exists for good quotes, puns, or whatever copy the f2d organizers see fit. Instagram live should also be used while events are ongoing.
Event sponsors can choose to include a fresh2design Snapchat filter in their contribution that features the name of their company. Filters are styled to look like digital polaroids and match specific event branding.
Facebook is for sharing information and events. Use the platform to provide detailed information about events parallel to Meetup, for member spotlights, and as a platform for open discussion between members that exists outside of Slack.
Twitter should be used to promote other individuals from the fresh2design network, and for live promotion of an event as they are ongoing. Twitter takeovers should also totally be a thing.
The new and improved f2d website is a one stop shop for members and potential sponsors.
Without non-profit status, the f2d organizes can’t touch a single cent. But, since you gotta have funds to have fun, they had to come up with other ways to provide members with unique programming without charging a dime. That’s where sponsors come in. Sponsors can host, pick up a tab, or provide swag. The sponsorship packet outlines the key benefits and breaks down all that a sponsor can do.