VIEW Brand

Client: View Clubs of Australia / The Smith Family. This project was done as part of my work at Wills Brand Design.

Voice, Interests and Education of Women. VIEW is a leading women’s national volunteer organisation, providing the opportunity for women to connect whilst helping disadvantaged Australian children through supporting the work of children’s charity, The Smith Family. To grow their membership base, VIEW was looking to raise their brand’s visibility through a brand refresh, and grow inclusivity and diversity within the clubs. VIEW members feel a sense of pride to be part of VIEW, so it was important that they still strongly connected with the refreshed identity. The new identity was to keep the existing logo, as well as their main colours, the VIEW purple and green, were to stay in the new colour palette.

The extended palette was designed to soften and brighten the previously dark and dull combination of the purple and green. Inspired by retro patterns, the new graphic element uses shapes representing VIEW activities. A new photographic style was a big part part of the new identity and was needed to replace the black and white portraits of members currently used. Photos with more cultural diversity and women from different age groups are to make a wider audience feel welcomed.