We loved getting to work with a new foundation that needed a name and a brand. For this project, yellowDog partnered with the Clairemont Communications team. First up? A brainstorming and exploration session that focused around work the foundation would be doing in Eastern North Carolina. We started with three ideas [anew, river and tapestry] and had an in-person session to work through all of the new words and ideas that came up related to each category.
Rivers led us to bridges and bridges led us to support and mechanics, which is where we discovered camber. Camber is defined as a positive, upward curve built into the beam of a bridge intended to distribute the load. We all agreed that this felt like the perfect way to describe the foundation's work. In addition, we imagined many ways to show a bridge – not just the structure, but a handshake, a project commitment – the broadest sense of connection.
After the name was presented (and unanimously approved!) we got to work on the logo and tagline. Building bridges, uplifting communities. For the logo, we wanted to represent that curve and also communicate support. We landed on a more artistic mark and chose colors that mimic the marshes, wetlands and fields that are the beautiful palette of the eastern NC landscape.
Business cards were created and brand assets were handed off to web developers and artisans to create beautiful representations for the Raleigh offices.
Thanks to a client referral, we were able to help this foundation launch a new brand and bring their work to communities across eastern North Carolina.
Follow the great work of the Camber Foundation >
