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© Copyright 2018 Tassilo Bouwman - All Rights Reserved

Rebranding

UCL Hiking Club

Situation

When I became Marketing Officer of the UCL Hiking Club the club's corporate design was in a poor state. So I convinced the committee that we needed a rebranding.

Task

My goal was to create a consistent corporate design for the club. That included designing a new website, assets for social media, email templates, flyers and t-shirts.

Design Tools

Axure RP, Sketch, Illustrator, Wix.com, HTML, CSS

UX Skills

Information Architecture, Sitemaps, Graphic Design, Sketching, Fast Iterations, Gestalt Principles, 10-by-10 Design

Action

  1. BRAINSTORMING - I started by brainstorming visuals that I associated with hiking. I also looked at existing outdoor logos to get inspired.
  2. GENERATRING ALTERNATIVES - I then started drafting logos with the elements of my brainstorming ideas. I used Sketch to quickly generate alternative versions of my designs.
  3. ITERATIONS BASED ON FEEDBACK - I went through multiple design iterations. I showed my first drafts to the committee to get feedback. I chose the most favoured logos, created multiple versions of each logo and gathered new feedback until we had the perfect logo.
  4. CREATE BRANDING - Based on the logo I designed the website, social media assets, email template, flyers and t-shirts. I had to use Illustrator for the flyers and t-shirts because Sketch does not support CMYK.
  5. WEBSITE DESIGN - In a workshop with the committee we defined the information achitecture of the website. Based on the results I created a sitemap and drafted the layout of the main parts using Axure RP. After getting feedback from the committee I implemented the website using Wix.com.

Old logo of the UCLU Hiking and Walking Club

Design iterations of the logo created in Sketch

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I explored many variations of a design and collected feedback
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Sitemap of the website defined in Axure RP

Result

After my redesign the UCL Hiking Club has become a huge success in 2017/2018. The consistent design created brand recognition and a modern image. We grew the membership from 180 last year to almost 300 new members reflecting the success of my design.

The result can be seen on the website uclhiking.co.uk and on Facebook, Twitter and Instagram.

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The website's design is based on logo colours
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T-Shirt for our members
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Profile and cover picture of the Facebook page
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Flyer for the Fresher's Fair 2017