Overview
The STEP rebranding project was an extensive collaborative effort to redefine the visual identity and communication materials, and even the acronym for the Specialized, Transitional, Education, and Personnel (STEP) team at Alberta Children's Hospital. Our team, Sundae Studio from the Production Company class in the New Media Production & Design Program here at SAIT, combined our diverse design skills from the New Media Production and Design program to support STEP in their rebranding process.
Team Members and Roles
Jennie Nguyen - Client Communications and Graphic Designer: Responsible for client communications, planning meetings, and creating the complete STEP posters and digital safety alert templates.
Anh Pham - Graphic Designer: Created the complete STEP info cards and assisted with the posters.
Lovelle Singco - Project Monitoring and Graphic Design: Developed the complete STEP brand book and the new logo.
Taija Moreau - Timeline Management and Graphic Design: Created the newsletter and PowerPoint templates.
Jennie Nguyen - Client Communications and Graphic Designer: Responsible for client communications, planning meetings, and creating the complete STEP posters and digital safety alert templates.
Anh Pham - Graphic Designer: Created the complete STEP info cards and assisted with the posters.
Lovelle Singco - Project Monitoring and Graphic Design: Developed the complete STEP brand book and the new logo.
Taija Moreau - Timeline Management and Graphic Design: Created the newsletter and PowerPoint templates.
Mission: Our mission was to develop a cohesive and informative branding package for the STEP team, enhancing their communication and outreach efforts within Alberta Children's Hospital.
Services: Brand Identity Design, Concept Development, Informative Poster Design, Digital Safety Alert Templates, Newsletter and PowerPoint Templates, Information Card Design, Acronym Redefinition.
We started brainstorming ideas to modernize the original logo and designed 2 secondary logos to enhance brand identity. Below are two of my draft logos, the left one was inspired by Anh's draft logo, and I then edited more and created a slightly curved 'STEP' word; the right one was digitally hand sketched:
Original Logo to Final Main Logo
STEP's Original Logo
Final Main Logo
Here are three Secondary Logos: the left one (A combined idea of Lovelle's modernized kangaroo and my curved 'STEP' word) will be an alternative option for any printed materials and templates that represent their team. The middle and the right one that I created based on the client's additional request will be also an alternative option for new healthcare providers' training materials such as PowerPoint, presentation slides and stickers.
Main Secondary Logo
Alternative Logo - No Background
Alternative Logo - With Background
Challenges: The primary challenge on my part was to condense all necessary information into a single, clear, and comprehensive poster. I initially considered dividing the information into multiple posters but concluded that a single, all-encompassing poster would be more effective for healthcare providers.
Goals: To create a unified and professional visual identity for STEP, and ensure all communication materials are clear, informative, and easily accessible. To redefine the STEP acronym to better reflect their mission and services and support the STEP team in their outreach and educational efforts.
Below is the final poster design. Originally, I and Anh created more than 7 unique logo options. We then meet with the client regularly for feedback and I narrowed it down to one single yet comprehensive and easily digestible poster.
The final poster is tailored for healthcare providers, and it presents a complete overview of STEP in a single, impactful layout.
Unique Solution: By leveraging Canva, a platform familiar to the client, I created adaptable and user-friendly templates for digital safety alerts and we also used it for other communication materials such as newsletters. This approach ensured ease of use and future updates by the client.
STEP's former acronym:
STEP now stands for:
Specialized
Transitional
Education
Personnel
Support
Team for
Emergency
Prevention
Outcome: The rebranding project resulted in a polished, cohesive set of materials that effectively communicate the STEP team's mission and services. The client was highly satisfied with the deliverables, which included: Comprehensive posters with all vital information about STEP, digital safety alert templates, a new logo and brand book, informative newsletters and PowerPoint templates and a redefined acronym that accurately represents the team's goals and services.
Reflection: This project taught us the importance of clear communication, thorough planning, and adaptability. Working closely with the client, we were able to meet their needs and deliver high-quality materials that will aid in their ongoing efforts to provide critical care to children at Alberta Children's Hospital.
Feel free to contact me!
Thank you!
