Building an inclusive identity; a process in holistic brand building

10 minutes

Enrich Community Services is a bespoke NDIS provider who approached us for a comprehensive brand identity package to reflect its inclusive values.

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Icon version of Halftone Digital's Logo

An NDIS provider focused on providing an inclusive, LGBTQI+ friendly environment for people with disabilities.

Rose, the founder of Enrich Community Services, created the business from her passion of providing a welcoming, LGBTQI+ friendly NDIS provider service for people with disabilities. Their point of difference is offering a range of services to help with social inclusion, employment, goal setting, education and community participation all within an inclusive environment for their clients.

Halftone Digital came on board to assist Rose build her brand to clearly communicate the brand values, attract her ideal clientele and help expand her business.

Many small businesses focus on creating their logo from just a visual perspective, putting little or no effort into creating their brand; which can cause problems when it comes time to communicate with customers and prospects about who you are because your brand isn’t fully developed.

Designing Holistically

First off we compiled inspiration from Rose, the points of difference of the company, ideal clientele and existing market research to kick-start the branding process. From this came key brand values that created the base of our starting point: friendly, warm, inclusive and bold. These terms heavily influenced the visual style going forward - ensuring that we were creating an identity that resonated with the target audience and supporting research.

Creating the Brand

Now that we established the base brand values, typography was the next step. The main typeface is a slightly whimsical serif that evokes friendlessness and warmth with its rounded features. The pairing font - a vintage-esque sans-serif - balances this out with its angular style, bringing a bolder element to the identity. The small leaf icon represents the growth of Enrich’s clients as they are supported to set their own goals and gain independence, and gives another visual identifier for brand recognition across collateral. Additional organic shapes are used when executing the brand to further add to the warmth of the logo. One of the largest points of difference from Enrich’s identity to similar NDIS providers is the colour palette - the warm purple and green are eye-catching from the muted blues and greens that are typically found in similar businesses, while the pop of orange gives sufficient contrast to balance the scheme overall.

The Result

As part of the identity package, we provided multiple logo options to ensure maximum flexibility when launching and expanding Enrich’s brand - including the main logo, a stacked text version and a circular initial option. We believe that the identity created for Enrich is a great example of what can be achieved through a holistic brand building process. The final outcome is warm and visually appealing, and it is built on a solid foundation of brand values outlined from our design process.

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