Rett’s Roost is a nonprofit organization that supports families that have experienced childhood cancer or child loss. They provide family retreats, peer-to-peer support, and virtual offerings that focus on mindful healing of trauma and grief through therapeutic and community support.
Imarc worked with Rett’s Roost to refresh its brand elements including the visual identity, brand voice, and strategic messaging. Imarc’s Senior Art Director Rachel Lemieux designed a new mascot logo for Rett’s Roost. Attributes of the design evoke warmth, openness, and hope. The shape of the owl is an open heart which represents the openness and welcoming nature of Rett’s Roost. Rachel also developed an ADA-compliant color palette.
The style guide also provides color combinations that pass WCAG AA18+ or higher. The new primary brand font, Jost, has nearly as much character as the owl. The geometric letterforms, especially the O’s, mimic the eyes in the logomark and provide stability, structure, and support. The secondary font, SkippySharp, is full of personality and reminiscent of a child’s handwriting.
Imarc also developed a new brand voice, tone, and messaging map to inform communications for Rett’s Roost. Imarc’s Content Strategist Kelly Morrison developed a cohesive brand voice that is warm, confident, and sincere.
The brand tone is broken down by audience – for families, the tone is gentle, supportive, and joyful; for donors, the tone is ambitious, professional, and experienced; for staff and volunteers, the tone is dependable, direct, and energetic, for board members, the tone is passionate, imaginative, and focused. Finally, a messaging map that ladders up to the new tagline “A community of healing and hope,” ensures that all communications are cohesive and aligned with the new brand.
Category:Graphic DesignYear:2023Designer:Rachel Lemieux, Imarc llc., Amesbury, Massachusetts, USAManufacturer:Imarc llc., Amesbury, USA