Crafting a vibrant, bold brand and identity for a consultancy that disrupts conventional narratives.
Our team at In The Margins designed a brand that goes against traditional norms, taking a narrative practice based approach to support healthy organisational and institutional development.
The Story
Family Narratives is a consultancy that disrupts conventional narratives, driving change in communication, education, and organisational and institutional practices. Their mission is to challenge established norms and spark meaningful dialogues in the sectors they serve. The consultancy advocates for inclusivity, equity, and a reevaluation of traditional practices through research-driven initiatives.
Family Narratives had a vision of creating a bold and disruptive brand that visually communicates their role as a trailblazer in rethinking family, institutional, and social narratives. The key objectives for this branding and visual identity project were:
- Create a Brand Identity that reflects Family Narratives’ commitment to deconstructing traditional views.
- Establish Visual Consistency across all digital and print platforms to build recognizability.
- Design a Visual Language that aligns with their core ethos of inclusivity, social impact, and progressive thought.
- Develop Brand Guidelines to ensure future assets remain aligned with the new visual identity.
Research and Discovery
Our process began with an in-depth discovery phase, which included stakeholder interviews, industry research, and an analysis of Family Narratives’ current communications. We explored the visual language commonly used in the sectors they aim to disrupt, identifying a gap for a more vibrant, bold, and less conventional approach. Additionally, through systems mapping and collaborative sessions, we identified Family Narratives’ core values of inclusivity, disruption, and social equity, which became the foundation of the branding concept.
Brand Strategy
The brand strategy for Family Narratives was based on three key themes:
- Disruption – Visually representing the act of breaking away from tradition.
- Inclusivity – Incorporating a color palette and design elements that embrace diverse perspectives.
- Empathy – Developing a tone that is assertive yet nurturing, reflecting the balance Family Narratives brings to sensitive social issues.
Sector
Social Justice
Services
Branding and Visual Identity
Share
Visual Identity Development
The visual identity was crafted to embody the consultancy’s progressive and disruptive spirit. We explored a range of design elements, from typography and color schemes to abstract visual motifs, to create a look that reflected both their dynamism and their role in challenging status quo narratives.
Logo Design
The logo was designed to symbolize transformation and disruption, with a type-face based logo with a dynamic font that breaks traditional forms. The logo is modern yet approachable, blending the consultancy’s authoritative presence with their compassionate mission.Typography
We chose a strong, clean, and contemporary typeface that speaks to both professionalism and forward-thinking values. A bold sans-serif font was paired with a more humanist, softer serif for headings, conveying the contrast between disruption and empathy.Color Palette
The color scheme was a crucial element of the visual identity. We selected a combination of deep teal blue, vibrant orange, and warm coral tones, symbolizing the consultancy’s depth of knowledge, innovation, and commitment to creating inclusive spaces. These colors evoke a sense of trust, while also being bold enough to indicate change and challenge.Imagery and Iconography
We utilized abstract patterns and imagery that evoke the idea of stories unfolding and evolving. The imagery was also designed to reflect diverse family dynamics and institutional practices, ensuring inclusivity across visuals. Custom iconography representing themes like transformation, dialogue, and empowerment was developed to enhance the consultancy’s digital presence.
Brand Guidelines
To ensure consistency across all touchpoints, we developed comprehensive brand guidelines that outlined how Family Narratives’ visual identity should be applied. This included specifications for logo usage, typography, color palettes, and imagery, as well as guidelines for tone of voice and messaging. The guidelines also provided instructions for maintaining accessibility standards, crucial for the inclusive mission of the consultancy.
Whether you’re looking to create an inclusive website, impactful branding, or a community-driven digital campaign, our team is dedicated to crafting designs that reflect your values and drive positive change.
Together, we can build solutions that inspire action and transform communities for the better.