Location
New Hampshire, United States
Client
Stephen Hochman
Sector
Not-for-Profit
Service(s)
(001) Brand Strategy
(002) Visual Identity
(003) Digital Experience | In Progress
(004) Social Content | In Progress
Summary
Whilst this is not the website we are working on together, it holds valuable information about the fund and how to support it.
001.
Positioning
Known for an "incredibly warm smile and a deep, hearty, contagious laugh", Omondi Alexis Obura was an engineering major in Dartmouth class of 1988, a member of the crew team, the rugby club, and Psi Upsilon fraternity as an undergraduate. He also was known for being the foremost practitioner of bicycle polo on the Green, the five-acre plot located in the centre of downtown Hanover, New Hampshire.
A small group of Dartmouth College alumni, inspired by Omondi's greatness, have worked with the Dartmouth Development Office to initiate the new Omondi Obura Fund for Mental Health and Suicide Prevention benefitting the Dartmouth Cares Initiative.
The initiative is committed to promoting a caring and inclusive community in which the stigma associated with mental health problems is reduced, training members of the Dartmouth community as gatekeepers to recognise students at potential risk and refer them to appropriate services, and providing educational programs and disseminating informational materials related to wellness, health promotion, and suicide prevention.
002.
Identity
As reported by the CDC in 2020, Americans experienced elevated levels of anxiety and depression during COVID-19, and the levels were highest among people 18 to 24, leading one in four to contemplate suicide.
As more students become susceptible to the effects of unprecedented isolation, fighting the issue preventively has become the mission of this Dartmouth alumni athlete volunteer group.
Our goal for this project was to raise awareness for the fundraising campaign by creating an engaging but still serious visual identity and brand messaging for the event and its respective organisation.
By uniting the O’s from Omondi Obura’s name, we aimed to represent the connection created by sports, such as rowing, that encourage full cooperation between athletes.
Diagonal lines were chosen for the logo'’ construction, promoting a feeling of dynamism and movement and paying homage to the steep climbs often faced when hiking, referencing the event's main activity.
I also added a custom illustration with Olympic-style pictograms, with crisp edges to match the typography selection.
In addition to the main assets, I also created submarks that can be paired with the logo in complex compositions or simply used as decorative elements.
003.
Digital
To simplify the fundraising process and promotion of upcoming events, I am also working on the development of a new website.
Whilst I cannot share images of the work in progress, I am happy to share images of past events!
Please return on August 2023 for updates or visit their homemade website at peakbag.org.
*
Bespoke
To promote the event, I designed an evergreen campaign featuring the main activities performed by the attendants.
Whilst the images are vibrant and encourage outdoor activities, either alone or in a group, the overall aspect is muted to allow space for reflection and silent contemplation.
At the moment, I am also working on the development of official apparel for the event, which will help raise additional funds.
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"The pandemic has exacerbated many problems, but foremost among them has been mental health. On this critical issue, we must do more to support our community."
— Philip J. Hanlon, Dartmouth's 18th President
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Business, Brand and Behaviour