Nonprofit Brand Identity Refresh

FUNetix® is a patented reading app developed by the The American Youth Literacy Foundation, in order to help fulfill their mission of universal literacy. Their identity on app platforms, social presence, and communication materials needed a brand refresh to give them more consistency, focus, clarity, and visual interest.

The need for a brand refresh is common to many nonprofit organizations. Much of the design work is done by a revolving door of volunteers and the variations in design skill and experience was dating the brand and diluting their important message.

Image comparing 2 social media pages, before and after.
Twitter branding refresh

The Brand Redesign Approach

Overall, FUNetix suffered from “over designing” with disjointed results, so the updated design approach needed to be focused and simplified. I used all existing creative assets for this refresh. Removing dated special effects, gradients and border elements that take up valuable real-estate helped modernize the brand, helping it to compete better visually in a crowded e-learning app marketplace.

Within the FUNetix app there’s already a wonderful adventure world rich with background elements and fun character illustrations. By repurposing those characters more intentionally in the branding and social messaging we could create a better visual connection to the in-app experience and showcase this fun new world that parents and kids would want to explore. In addition, I illustrated a few more characters in a similar style to expand the diversity in the asset library.

After decluttering the imagery, my next step was to refocus the messaging structure. With a bit of persuasion and copy-editing to remove any extra fluff or noise, I aimed to ensure that the intended audience would understand the value proposition and any call-to-action messaging. Social pages and app platforms would now look to have a unified visual language that’s fun, clear and easy to understand.

The Results

Before: The image posts below struggled with a lack of focus, ineffective composition, legibility, message clarity, and cohesive brand identity.

3x3 grid of social images representing the brand before the design refresh.

After: The posts below represent the new brand design approach with a bold, colorful palette, clearer messaging and delightful character art to help bring awareness to this wonderful reading app, capable of teaching millions of children how to read in 12 hours or less.

3x3 grid of social images representing the brand after the design refresh.

Note: These examples represent the redesign present on app platforms, social presence, and other B2B communication materials. The reading app and org website was not included in the remit of this project.