The United Nations created 17 sustainable development goals and I was tasked with choosing a sustainable theme and organization in need of improvement with their visual identity. My sustainable theme is Life of Land which entails the deforestation, desertification, and the destruction of biodiversity ecosystems enabling a higher risk for human to wildlife contact and transfer of zoonotic viruses. I chose U.S. Hemp Roundtable a non profit organization and coalition of companies leading the way in safe hemp products. Hemp is a plant that produces fast yields about every four months and the roots grow to nine feet deep helping to heal the soil and allow for other crops to potentially grow. Fibers from the plant are used to create textiles and mixed with limestone can create a hempcrete strong enough to support load bearing walls in the construction of homes. Medical properties include the use of CBD oil and the hemp seeds that lower your chance of heart disease and high cholesterol. U.S. Hemp Roundtable needs improvement with their logo and I will draw inspiration from three designers Joe Duffy, Rafal Olbinski, and Joe Caroff. https://hempsupporter.com
Design thinking strategies helps the designer to better understand the customer and their customer’s. Employing the empathy helps you to understand to who and what services your customer provides. Getting to know the real reason and purpose of a company can help define and reflect in the designing of a brand identity. Define helps you to better understand the obstacles and challenges the customer may face. Depending on what services are provided defining may be fixing a defect found in a product, laws, or problems a consumer is having. Design thinking helps bring out the key identity in a logo.
Drawing inspiration from Joe Duffy a graphic designer who works on multiple projects with Fortune 500 companies like Coca Cola. Joe founded his company Duffy with the goal of creating a branding and creative company. His work is honored by the American Institute of Graphic Arts and has received medals. https://duffy.com
Joseph Bitner 