Roxbury Multi-Service Center was in need of new branding to reflect the growth they were experiencing. It was mandated that the logo icon could not be modified. Further, the corporate colors of red and black were too stark and did not accurately capture the feelings that their services provided. Additionally, the organization was comprised of staff who were in charge of running specific programs each of which needed collateral.
Due to the variety of programs RMSC had we needed to create strong visual elements that would grab and hold the viewers attention. It also had to elevate their brand image for fund-raising purposes. Additionally, getting team feedback regarding the challenges they were facing in handling their responsibilities was crucial to develop a unifying solution. Lastly, we needed to create a base for the provided logo which would allow us to utilize that base for visual branding elements. To freshen the icon a double frame was added which also acted as a springboard in the creation of other branding elements. Additionally, the corporate color palette was expanded to include a vibrant, but earthy green and orange. Equipped with a broader color palette all programs were coordinated by their colors. Core family programs used RMSC’s core red, community-based programs used orange and youth-based programs used green. The logo icon was simplified to a greyscale solution where the expanded color palette would enhance the design and allude to the emotional impact of that particular service. Black and white imagery helped to add punch and hold the viewers attention.