BRAND IDENTITY
GABBY STOCKER
Astella
Founded in 2017 Astella Project started out as a student initiative for women of all ages to help other women in need.
It was a female to female project focused on reinforcing hope in women. In 2019 after a short break, Astella wanted to keep on with the mission with a more defined scope and mission as well as have an established visual identity. Astella has been able to crate care packages for over 200+ women and send 2 canidates on a service project in Montreal. Since 2020 Astella is looking to focus on more local issues.
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Design Challenges:
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Astella's former name "For Women By Women" was more focused on only allowing women to collaborate and attend fundraisers, however we realized that many young men would also like to support the cause and already had been supporting the cause all along.
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Astella did not yet have a strong visual identity & relies on volunteers
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Being a charitable project, Astella needed to appear credible for people to want to donate or volunteer or support
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Goals:
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To help women in crisis. Astella defines crisis as time of difficulty where somebody needs to reach out to others for help. Specifically homeless women on the Downtown Eastside to start.
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To reach a broad audience of people that want to support the cause.
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Design Objectives
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We chose the name Astella because it means ‘to the stars’. This decision was made after surveying upwards of 20 people regarding their thoughts on our shortlisted names. It represents the aspirations of reaching out to women in crisis and giving them new hope. Changing to this name rather than the original allows it to be feminine but not excluding.
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We created a logo that is simple and visually speaks to the mission with the name and with the small heart we included at the end. The color scheme is feminine, friendly and soothing. The primary graphic element is a heart which represents empathy and care.
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As part of the brand collateral, we created postcard sized infographic cards that can be handed out at events and presentations. This gives people a bit of a backstory on Astella, why Astella is doing what it is doing and how to get in contact or follow the journey of Astella. Along with this we created an infographic poster format that we can put up at various events or other venues.
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