CSF aims to reposition DFA Monitoring through rebranding and redesign of their marketing page as an easily accessible, subscription-based product available to reach a wider audience.
Prior to the start of the engagement, CSF has already tried rebranding their marketing page. This involved renaming DFA Monitoring to "resultS" and using technical stock images and jargon.
Since strategic planning impacts the lives of everyday people in developing countries from across the globe, I've decided to take a human approach in this rebranding by celebrating the accomplishments while avoiding "poverty porn".
For the naming, I wanted to suggest that this tool would give the direction for government agencies and NGOs to enact proper policies, and so the name "Compass" was chosen.
The color palettes draw reference to the brand colors of CSF, which is the light blue and dark grey. To add the human aspects, a skin-tone color is added, along with white and an off-white color to allow for more visual flexibility and diversity.
The illustrations are created using Humaaans.
We worked together with CSF's team to define a set of pages and rough content using wireframes, then we incorporated the visual elements into the design.