STAND Brand System
STAND | Developing a brand that ignites change by building global communities
For 20 years, SUAS has empowered students to tackle global inequalities. To strengthen international ties and revitalise the volunteer base, they needed to make a change. Piquant developed a new name and brand, STAND, to reposition the organisation as an international force for good.
The STAND rebrand created an accessible, consistent brand system across multiple platforms. Bold visuals and adaptable icons ensure engagement, empowering the communications team and energising students to take action on global issues, fostering ownership and inclusivity.
In line with the organisation's core values we identified that the foundation to the development of the new STAND brand was immediate and ongoing engagement with the organisation members, volunteers, external stakeholders and third-level students. From this, we defined the strategic parameters of the brand as well as vital metrics for success. By encouraging open and honest dialogue early in the project, we were able to embed a co-design approach, ensuring that the new brand system was collaboratively shaped to meet the changing needs of the organisation while remaining relevant to target audiences.
A brand that communicates on all channels
The resulting brand system is bold and vibrant, harnessing a vibrant spectrum of colours optimised for digital communication channels. The typographic system is rooted in socially engaged, activist visual language, which can retain a youthful and optimistic tone while delivering serious information. These design elements can be easily combined with non-professional photography and video, while retaining a strong brand presence, in order to stand out on relevant platforms such as TikTok, Snapchat and Instagram Reels.
Icons that can adapt with the organisation
Systemic solutions are slowly forged through meaningful dialogue. Progress is messy and this brand system needed to reflect the nature of progress. We accomplished this through the development of a wide suite of icons. Individually these icons were kept simple and free of complex detail. We developed a system that allowed these elements to work together, overlapping and increasing in complexity the more we mixed and matched individual elements. This atomic approach is intuitive and allows for further experimentation as the brand continues to grow and mature. At times it can become complex and even cluttered, but that’s what progress looks like!
