USANA Kids Eat
Launched: Fall 2019 / Client: USANA Foundation / Employed by USANA
Skills: Art Direction | Visual Storytelling | Marketing Materials | Environmental & Event Graphics | Concept Design | Design Strategy | Communication | Branding | Photoshoot Producer
Rebrand Project Details
Overview:
The Kids Eat program was acquired by the USANA Foundation in 2019.
USANA Kids Eat provides backpacks filled with non-perishable, easily prepared foods to ensure kids get enough to eat when they can’t depend on school meals. Volunteers help by: supporting fundraising and packing events, packing backpacks in house, restocking the pack line, and deliver food to local schools.
Objective:
My challenge was to rebrand the Kids Eat logo while aligning it seamlessly with the new mission of the USANA Foundation. This involved creating a design that not only appeals to adult volunteers but also resonates with students in grades K-12.
Brand the warehouse packing facility, and a ribbon-cutting event for the grand opening.
My Solution:
My approach to this was to strike a balance between being appealing to kids while avoiding a design that might seem overly juvenile for adults. Given the gravity of food uncertainty, I aimed to create an uplifting tone that could convey the seriousness of the issue without resorting to clichés.
To bring this vision to life, I created a structured and clean logo design, featuring a subtle smiley face hidden within the curve of the letter “D.” This clever addition adds a touch of playfulness and relatability that children can connect with, while still remaining mature enough for adult engagement. The color palette was carefully selected to be vibrant and friendly, enhancing the approachable feel of the brand. The fun brand patterns, illustrations, and typography are used to enhance the brand identity, and get the community involved.
In the packing facility and in social media content aimed at adults, the complete logo and brand assets are used to communicate the program’s impact and needs.
For the bags provided to the children, I chose to use the small smiley face icon rather than the full logo. This way, the design remains respectful of the students’ preferences and avoids any potential embarrassment associated with participating in the program.
The result is a brand that strikes a balance between engaging both adults and children, all while conveying the significance of the cause in an uplifting and meaningful manner.
My Role
As the art director over this brand, I did many projects over the last 5 years. Some of my highlights are listed below.
My Skills: Art Direction | Visual Storytelling | Marketing Materials | Environmental & Event Graphics | Concept Design | Design Strategy | Communication | Branding | Photoshoot Producer
- Developed and executed the brand identity and visual strategy.
- Presented brand concepts to multiple high-executives in the company.
- Design, concept, and executed environmental signage for packing warehouse facility. Illustrated packing instructions for the pack line, came up with solutions for better graphic placements.
- Created signage for the grand opening. A ribbon-cutting at the USANA Foundation facility, where the local community was encouraged to come pack bags for the children. USANA chief executive officers, local news networks, and Dr Oz showed up to commemorate the day.
- Gave art direction for icons, invitations, website, and video.
- Created concepts and designed a social media influencer box: custom box, custom water bottle, event t-shirt.
- Managed and created a 3-day photoshoot. Including creating mood board, shot list, production schedule, location scouting and scheduling, photography and wardrobe direction, hiring a dozen kid models, gave direction and collaborated with 3 photographers on each shoot day.
Other Credits:
Creative Director- John Cordova; Designers- Willow Withy, Chris Bambrough, Stephanie Brown-Richards; Photographers- Isabel Johansen, Mitch Jones, Mark Slag; Video Production-Byron; Writers- Jake Wolford and Ben Raskin; Website- GiveCloud
