Design Communication

Project 2 – Curing Retinal Blindness Foundation

I recently had a client, Kristen Smedley, who needed a re-branding design and a package design for her company. She is the founder of the Curing Retinal Blindness Foundation.

The project was to create a re-brand design for Kristin Smedley’s foundation; Curing Retinal Blindness Foundation. The project also includes a ‘toolkit’ design that would show the different ways the community can be involved in the foundation. The project is about raising awareness for CRB1 to bridge the gap between treatment. Also, it includes, driving people to the CRB1 website to learn about rare blindness diseases. Creating the re-brand, toolkit, and the video will help get community engagement.

The companies’ intention is to branch out to other eye diseases that are not funded. The whole foundation started because of the idea of Smedley’s sons to never be able to see again and there being no treatment or solutions. The vision of the company is to fund-raise in order to treat rare blind diseases in children and adults. The company is trying to achieve in gaining community engagement and to provide support for the families in need from the rare blindness diseases. They are also trying to maximize as possible within funding – 1 million dollars was raised by last December.

The designs that were needed is a re-brand and a toolkit. The re-brand of the logo was created to simplify the logo and to attract the audience of children and adults. The branding was ultimately needed to simplify the website and all of the different events. Below is the previous branding and the re-branded I created for the company.


The Branding Process

What’s the Brief?

The designs that are needed are a re-brand and a toolkit. The re-brand would include variations of the DNA and eye icons in the current logo. The logo colors would also be simplified; her son’s favorite color is blue. The client would also like to incorporate braille. The visuals are geared towards kids. Orange color in the logo has no meaning. The toolkit design would include a package design displaying information about each of the events; Bike the Basin, Golf Event, Cocktails for the Cure and the Softball Tournament. The toolkit design does not want too much information; intended to drive to the website. A design could also be created for Rare Eye Disease Day. Below is the full brief.

I got this information from an interview with the client. I gathered everything that the client wanted and did not want.



After looking at the previous branding, I started sketching various logos of eyes and DNA strands. I sketched icons and logos that would become possible logos. After sketching 20-30 sketches of different logos, I came up with a half eye, half DNA design.



The third step in my process is to begin to create possible designs. I explored different ways to create DNA and the eye. I also incorporated a logo that involved just the initials, CRBF. I then realized that the secondary logo would get too confusing for the company and it would defeat the point of simplifying the design.


The next step in my process is to design and refine my logos. I refined the logos to create the absolute best logo! The refining stage is the longest stage of my process here. I started out with the scary, sharp eye DNA logo and then it turned into a modern and clean logo. I tried different eye shapes, different eye colors, different layouts, and much more. This is the most important step in creating a logo – it narrows down to the whole point of the company. Below you will see the images from start to almost finished.

Revise.. Again!

I revised my logo once more. I focused on the pure details of the logo; including the angles of shapes and the colors of the logo. Another important aspect of a logo is for the logo to be produced on any surface possible. This means there must be a one-color version of the logo and I have it!

Branding Guidelines

After creating the full logo for the company, I also created a Branding Guidelines book. It includes the typography, colors, logos, history of the brand and much more.


Here is a slideshow that is showing the book page by page.

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For the printed design, I chose to create a spiral bounded book. Here are some images below of the printed book.

The Whole Package.

After designing the branding, I decided to create the packaging design to go along with the branding. I wanted to create a small and compact design that could easily be sent to families or donors, this is why I choose to create a package the size of a CD case. The toolkit design includes a package design. It will help get information out there for families in need. The toolkit is created in the size of a CD, and it includes information for families and donors. The package describes the mission statement, information about the disease, their events, and how to get involved.

The toolkit design includes a package design. It will help get information out there for families in need. The toolkit is created in the size of a CD, and it includes information for families and donors. The package describes the mission statement, information about the disease, their events, and how to get involved.

The toolkit includes a booklet about rare eye diseases, a form for families and donors, an events card, information about the company and a business card. Here is what the toolkit looks like when it is open.



The booklet inside the toolkit included information about the diseases and what families can do. Below is a slideshow of the booklet.

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The toolkit also included a form, that is folded into quarters to fit inside the toolkit. And the package included an events card and a business card. Below are images of the form and the event’s card. The overall design of the packaging is so that the families and donors are driven towards their website.


What did I learn?

Well, I learned a lot. I learned so much about logo process, creating a brand, creating packaging, and understanding how to work with a client. Overall, I think it was a great experience working with a real-world client. Here is an image of the all the materials that I created for the company.



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