Student Creative Director
Brand Design
Brand Guide/Book
Adobe Fresco
Adobe Illustrator
3 MONTHS, 2022
The non-profit, EVE, had encountered several complaints from volunteers due to its name. The name EVE, carried several connotations (deeply religious and feminine) which did not align with the diverse backgrounds of the team and audience. The conflict had the organization's board of directors divided on whether or not to retain the name "EVE".
As the Director of Event Planning at the time, I hosted a meeting and pitched a brand book to the founder and board to help EVE scale—showing how it could keep its name while growing its audience.
The following is the official brand book I developed, which convinced the board to retain the name and proceed with the rebrand. It includes the design rationale, case study, and branding guidelines from color palettes to logo variations:
Figure 1: EVE Brand Book
To address the challenge of retaining our existing audience while expanding E.V.E.'s reach, I led the development of a comprehensive brand guidelines book. This process involved redefining E.V.E.'s mission, crafting a clear problem statement, and analyzing successful rebrandings that maintained their names. The creation of a fresh color palette, a new purple speech bubble logo symbolizing advocacy, and a Venn diagram theme for logo variations embodied E.V.E.'s core values of inclusivity and coexistence.
These strategic decisions resulted in a stronger connection with our audience, driving a 228% increase in our social media following and successfully supporting the organization’s growth.
©2025 Andreea. No templates—just old fashioned code and creativity.
