Goodshop is an online shopping portal that offers discounts to it’s members, donating a portion of proceeds to non-profit organizations that do good. In 2015 I worked with The Media Grind agency and Goodshop by designing the visual guidelines for their Goodshop Sunday promotion.
My work included repurposing the shopping bag element in the logo, and developing the typographic styling for a series of social media posts, as well as the visual system specifying consistent color and placement of the elements.
It’s very important to provide appealing graphics when circulating what amounts to an advertisement in a social media feed. There is a delicate relationship of trust between an organization and it’s followers–and it’s vital that the messages be simple, readable, and aesthetically pleasing.
What challenges were overcome with this project?
It isn’t uncommon to be tasked with a brand project, without access to any of the original creative assets, making a “repurposing” job more challenging than it sounds. That was the case here. So, using a low resolution version of the logo that was available on the website, I drew an exact replica of the shopping bag icon in vector using Adobe Illustrator. This task requires a sensitivity to line weight, the subtlety of the curve, and a working understanding of the tools involved.
The other main challenge was a typographic one. There is often a danger of committing to “logo slap” where a careless practitioner “slaps” the logo on everything, adding no value but negative in the form of redundancy. Finding such slappy redundancy to be creatively loathsome, I took care to develop a type treatment that is unique, readable, and pleasing; taking advantage of recognizeability while presenting a fresh message in the same glance.