PROJECT OVERVIEW

Jefferson County Animal Rescue, a new volunteer based animal rescue organization located in rural Jefferson County, Georgia, lacked an identity and brand strategy. The organization wants to be differentiated from other local animal welfare organizations, wants to base their brand strategy on industry standards and best practices, and needs a set of standards for brand representation.

The brand identity guide for Jefferson County Animal Rescue is part of larger branding project and includes an identity package (logo, colors, fonts, patterns), identity standards, and research-based brand strategy for the organization. The target audience for the brand identity guide are graphic designers and volunteers of the organization.

The following design survey, or questionnaire, will help determine the effectiveness of the brand identity guide and will help identify any areas of weakness that can be improved. Design surveys, or questionnaires, are used in the design process to gain vital feedback from the target audience.

After evaluating the survey responses, the brand identity guide can be refined with further iterations to make it a more effective tool, and more successful design solution, for the organization.

DESIGN THESIS STATEMENT

I assert that the brand identity guide for the Jefferson County Animal Rescue is unsuccessful in communicating its message to the target audience because it fails to accurately, and clearly, define the brand of the organization and because it also fails to communicate the standards of the brand.  I anticipate that the outcome of the questionnaire will prove that the brand identity guide needs further iterations because it does not have a successful outcome of the design solution.


This is the brand identity guide presented to the target audience for the design survey. This is not a final version of the guide and this version will be revised with further iterations, based on the responses from the survey.



The design survey, or questionnaire, was created with specific questions to identify the target audience and to test the effectiveness of the brand identity guide.

The survey was distributed to Full Sail University Master of Fine Arts in Media Design professors and students, to a Facebook Group for graphic designers, and to a group of animal welfare organization volunteers for a period of one week. After one week, the responses were collected and analyzed.





The survey results confirmed the design thesis.

DESIGN THESIS STATEMENT
I assert that the brand identity guide for the Jefferson County Animal Rescue is unsuccessful in communicating its message to the target audience because it fails to accurately, and clearly, define the brand of the organization and because it also fails to communicate the standards of the brand.  I anticipate that the outcome of the questionnaire will prove that the brand identity guide needs further iterations because it does not have a successful outcome of the design solution. 

SURVEY IMPACT AND REFLECTION
The results show polarizing views. Because Google Forms was used to perform the survey, individual responses were documented. Designers who created style guides viewed the Jefferson County Animal Rescue Identity Guide as unprofessional, unorganized, and did not successfully meet its purpose. Non-Designers felt the brand identity guide was professional, aesthetically pleasing, and met its purpose. Through the response data and open ended feedback, it is confirmed that the brand identity guide needs further iterations to meet its purpose to effectively communicate its message to the target audience.





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