Branding - Oco Foundation
As Oco are based in the USA we conducted a series of short virtual workshops in which Oco could talk about their vision for this charity. We talked about their audience and discovered that this foundation is a passion project for Tess, as a scientist herself, she wants to be able to help young women break into the STEM industry.
Based on everything that we learnt from Tess, we decided to create 3 different stylecapes based off concepts that were discussed in the workshops. We then decided to send her printed versions of the stylescapes so she could view them in person.
There was one definite direction that Tess preferred out of the three, which resides on her desk to this day as a reminder of what she wants to set up and achieve.
We expanded on the chosen stylescape to create a set of brand guidelines for Tess to use when she is ready to launch Oco into a real charity. Brand guidelines are a comprehensive document that provide detailed information from logo usage, to tone of voice, to layout rules.
Mel
She / her; red / blue. Mel is a writer, editor and designer. Equally happy hiking a muddy trail as playing tabletop roleplay games by candlelight. Will seize any opportunity for a party, as long as said party features copious food, prosecco and hits from the 1980s. Her true passion lies in words. A student of literature, she is fascinated by enduring myths, etymology and science fiction. Kurt Vonnegut is her hero. “We are here on Earth to fart around, and don't let anybody tell you different.”
Zoe
She / her; green / blue. Zoe is a designer, daydreamer and self-anointed snack queen. Once described as “so awkward she’s charming” by a friend, there isn’t a day that goes by without her accidentally slipping in an innuendo. In winter, she hibernates in a blanket of books and netflix, but by late spring emerges with her trusty birkenstocks, ready to go on photography adventures and socialise with the neighbourhood cats. If she were a pokemon she would without a doubt be Pikachu, but a buzzfeed quiz has determined her to be a Magikarp. She’s a firm believer that buzzfeed quizzes cannot be trusted, under any circumstances.
THE CLIENT
The Oco Foundation is a new charity which is just beginning on its journey. Despite huge advances in gender equality in recent decades, the world of work (particularly in STEM industries) is still heavily weighted towards men. Oco seeks to change that by supporting women in finding a beneficial work/life balance.
THE GOAL
We needed to position Oco as a foundation that doesn’t seek to ‘empower women’ but that celebrates and unleashes the power women already have.
THE SOLUTION
We created a brand identity that represents the resilience, ambition and drive of modern working women, and celebrates their strength. In creating this brand, it was vital that we avoided stereotypical ideas, such as gender-specific colours and images of female passivity.
THE TEAM
Our creative guild, led by our branding guru Zoe.
THEY SAID
"Rusty Monkey does work for both my companies, Whitebarrel and Avila Scientific. They are responsive, professional and most of all innovative! Our branding has won awards, and we cant recommend them more highly."
-- Tess Obiso, Oco Foundation
THE OUTCOME
A strong unified brand direction that takes Oco forward. Although the charity is only in its early stages, the brand guidelines provide a vital foundation from which to build an organisation that enacts change and brings opportunities for all women in the future.
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