Adjustments were made to the colors and typeface of the logo, resulting in a cleaner and bolder presence. We ultimately wanted to retain the overall look and feel of the logo, minimizing any loss of brand recognition.
For the website, we felt it needed to be bolder and really make a statement. A chunkier typeface, and incorporating the new brand colors into the illustrations created a strong and commanding presence.
One of the first orders of business was to create a brochure that provided an overview of Vogue Recovery, all they offer, and how they help. For the creative direction, we chose to use images of the beautiful natural landscapes found in the western states of Arizona, Nevada and California, where their facilities are located.
Our veterans are a very special part of our population. Vogue Recovery provides a Veterans program that is unique to their needs. When they asked us to create a brochure that outlined the program, we wanted to make sure it was as true to the Veteran culture as it could be. Representing the diversity found in the armed forces was important. Small touches such as using "military time" on the sample schedule were key to helping establish trust early on, so veterans who received this brochure knew this program understood them.
How can design aid in the effectiveness of the site? This project began with trying to understand the mindset of the target audience this site will serve... mothers & wives, seeking information to help them understand an addiction that may have a child or spouse in its grips.
Thinking of the fear and stress one might feel in this situation, trying to learn about a world they may have never been exposed to, we felt it was important to create an environment that was calming, but did not lose the sense of urgency needed to fight addiction. This approach determined our choice of fonts and the color palette developed.
Refining the logo was one of the key objectives of this rebrand. Doing this without creating a large disconnect to the original logo was important. To do this, we maintained the silhouette of the old logo, while pulling in colors from the new color palette. We also chose a typeface with rounded corners to sync with the "softening" of the site look and feel overall.
Our approach to redesigning the website was to make sure the content was the focal point. Users are here to get information on how best to help a loved one. We felt the layout and design should accentuate the content subtly, and not overpower it.
It was critical the experience on mobile was equal to the experience on desktop. We allowed the same approach to drive how we optimized for mobile... content being the focus, design and layout only accentuating the information the user needs.
Our approach to creating the ad sets was to ensure a connection with the branding of the site overall. Messaging that was direct and to the point. Convey a sense of urgency, as well as reassure the user they are not alone and a professional is waiting to help.
