DCRAC Rebrand (Pro Bono)

Client: Delaware Community Reinvestment Action Coucil

Date: June 2020

DCRAC Video Overlay White project thumbnail

About the client:

Founded to realize the promise of an accessible, community-centric financial system, the Delaware Community Reinvestment Action Council (DCRAC) provides low- and no-cost services that enable Delawareans to untangle and take charge of their financial lives. DCRAC integrates legal and financial services with community education and advocacy so low-wealth clients can manage and secure their own financial futures and thrive within mainstream banking and legal systems. For more than 35 years, DCRAC's expert staff and volunteers have held the First State's big banks accountable and continues to work toward a Delaware in which everyone has the financial services they need to thrive.

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The creative challenge:

Our volunteer creative team discovered DCRAC's goal to "Transform Your Financial Life" encompassed four main pillars: the Stepping Stones Community Credit Union, The Money School, pro Bono legal services, and advocacy efforts in and around the greater Wilmington community. The team conducted a thorough audit of all of DCRAC's current assets—including print collateral, their website, and social media presence. From the audit, we identified three areas of focus: brand identity, messaging strategy and hierarchy, and social media guidance and best practices.

Logo design exploration

My explorations led me to trying a couple of distinct color palettes, shapes visuals and typesetting. Colors palettes were inspired by similar organizations and Delaware's state colors of Colonial Blue (a shade of blue) and Buff (a light tan/beige color). We also experimented with options that didn't rely on the "DCRAC" acroynm, shortened the acroynm, and fully inlcuded it. See each logo variation page for details on the different approaches