Rebranding: Taiwanese Association for Visually Impaired People
Rebranding for Taiwanese Association for Visually Impaired People focusing on the purpose of increasing the sale of their products
Role
Research
Branding
Art direction
Producer
Client
Taiwan Association for Visually Impaired People
Time
March 2019
Overview
Working with designer Aron Fay, I created a new visual identity for the Taiwanese Association for Visually Impaired People, a non-profit organization that strives for equality and the human rights for the visually impaired community in Taiwan.
The objectives of this project are to build a consistent and recognizable visual identity that communicates the org's spirit, increases people's empathy for needy groups, and further, promotes the org as well as their products.
Taiwan Association for Visually Impaired People is a non-profit organization founded in January 2014. It is located in Taipei, Taiwan, providing assistance for the blind, low-vision, or print-disabled people to build self-care and work abilities.
In order to cultivate a working environment for needy people, Taiwan Association for Visually Impaired People collaborated with the College of Bioresources and Agriculture, National Taiwan University and established the product: handmade essential oil soaps. The organization itself relies on the donation and the profit from sales of the soaps.

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Logo design iteration

Often the logos from non-profit organizations in Taiwan include the imagery of love and peace. Different from them, I would like to build a visual system focusing on vitality and inclusiveness. I started from applying different strategies in the iteration of the logo, and developed the strongest one according to feedback. Afterwards, based on the re-created logo, I generated a correspondent visual system using graphic shapes as the main characters. Two sets of shapes are symbols of sunglasses and an eye that represent the organization.

Original logo

Final solution

Patterns

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The final deliverable shows the applications with the new visual identity applied. I created a system that includes the logo and the variation of the symbolic shape sets, therefore, offering more flexibility according to the applications with different functions and goals.