AMN
Brand refine
Anger Me Not
October 2018
Anger Me Not Inc. is a nonprofit organization providing counseling, education, and support to individuals affected by anger-related challenges, with the goal of empowering them to regain control over their lives. My role focused on reimagining the logo and creating a refreshed brand identity that not only resonates emotionally with the audience but also enhances clarity, trust, and accessibility across digital and print touchpoints. The redesigned identity aimed to support the organization’s mission while improving recognition, engagement, and user connection.
Scalable Brand Design
During a discussion with the client, I identified that their existing logo—provided in PDF format—was not a true vector, which limited scalability and flexibility across digital and print applications. I explained the importance of recreating the logo as a fully editable vector file (AI, EPS, or SVG) to ensure crisp, consistent visuals at any size and in any context.
Simultaneously, I began exploring new logo concepts and refinements based on our conversations, iterating with user-centered thinking to maintain brand consistency while enhancing clarity and visual impact. This approach ensured that the redesigned identity would be adaptable, professional, and optimized for all user touchpoints.
We implemented design refinements to enhance clarity, hierarchy, and overall user experience while maintaining brand consistency. The complementary purple palette (shown above) draws inspiration from the original design, providing a cohesive yet modern touch. Typography was optimized for readability and interface consistency, using Baskerville in carefully selected shades of grey to ensure a clean, legible, and accessible visual flow across all touchpoints.
Logo Concept & UX Exploration
For the logo vector redesign, I explored multiple sketches (above) focusing on color, shape, and visual storytelling. I took an abstract approach to convey the themes of female despair, incorporating the teardrop and lip motifs. The redesign emphasizes minimalism and pairs the imagery with clean, sans-serif typography, ensuring clarity, scalability, and a cohesive user-focused visual experience.
Sketched multiple concepts to refine color, shape, and storytelling. Focused on abstractly representing female despair through the teardrop and lip motifs, keeping the design minimal and pairing it with clean, sans-serif typography for clarity, scalability, and a user-focused visual impact.
UX-Driven Visual Refinement
Brand Revamp for Enhanced User Experience
Redesigned the brand to improve clarity, visual hierarchy, and engagement, creating a cohesive and intuitive experience that strengthens user perception and brand presence.
Challenge
The existing brand lacked clarity and visual hierarchy, which limited engagement and made the experience less intuitive for users.
Goal
Create a cohesive, user-focused brand experience that improves readability, hierarchy, and overall perception while maintaining consistency across touchpoints.
Process
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Conducted a visual audit to identify areas for improvement in color, typography, and layout.
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Redesigned core brand elements to enhance clarity, hierarchy, and accessibility.
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Ensured consistency across all touchpoints to create a seamless and intuitive user experience.
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The refreshed brand emphasizes clear visual hierarchy, cohesive color palettes, and intuitive typography, delivering a user-centered experience that strengthens engagement and reinforces brand identity.
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Impact
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Improved visual clarity and readability
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Strengthened brand consistency across channels
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Enhanced user perception and engagement
Solution
Social Media Post
Consistency is key to building a strong brand presence on social media. Each post is designed to reflect the brand's identity and engage the audience with a clear and cohesive message. I've ensured that every piece aligns seamlessly with the brand's overall aesthetic by refining the visuals, typography, and color palette. This approach strengthens recognition, improves engagement, and creates a polished, professional look across all platforms.
Refined visuals, typography, and color to create consistent, user-centered social media posts that enhance engagement, strengthen brand recognition, and deliver a cohesive experience across all platforms.
