Soulroots - Brand Case Study

Soulroots, a trust that work with youth in the S17 region of Sheffield approached us initially looking for a new website. The main reasons for wanting this update to their site was to move to clean, minimalistic look that's easy to navigate and most importantly so that their staff could easily update and maintain the website content. Secondly, although the website is primarily used by parents, they wanted the brand to better reflect youth culture of today, and be a brand that the youth feel proud to represent.

Initial logo sketches.

Initial logo sketches.

So, rebranding the logo started with a couple parameters - firstly the colour was to be kept blue, and secondly the logo needed to contain a cross (to represent the churches that support the work) and roots (to reflect the name). Starting with a sketchbook we worked up a number of concepts for the logo, before taking the best one on to the computer to design. This project was done on a small budget and so there wasn't time to mockup a number of different concepts so the initial stage of sketching ideas was key to creating a strong brand image.

Due to the cross being integral to the design, we were extremely pleased with the final logo, it included all the elements desired by Soulroots, but tied them together into a coherent, stylised design, adapting the cross and roots in to a line drawing of a tree.

From left to the right, the Soulroots logo consists of the Cross (to represent their faith), the Roots (to represent their investing in youth, and their name), the Tree (represents growth) and lastly the Circle (represents the Soul as all encompassing/wholeness and essence).

From left to the right, the Soulroots logo consists of the Cross (to represent their faith), the Roots (to represent their investing in youth, and their name), the Tree (represents growth) and lastly the Circle (represents the Soul as all encompassing/wholeness and essence).

With the logo and font face finalised the work on the website could begin. Again with a small budget we were limited in time but with the content taken from the old site, it was a matter of bringing the design of the logo into the site layout, structure and visuals. As stated from the start we kept it simple, clean and added in a complimentary mustard yellow to the colour palette to add a warmth to the white and blue.

The homepage of the new Soulroots website.

The homepage of the new Soulroots website.

We love the work that Soulroots do, and loved working with them to ensure that their brand reflected all the awesome stuff they do! Take a look at their website here www.soulroots.org.uk and if you'd like us to help you look your best contact us today.

Stephen BradleyComment