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Newcastle Vision Support Rebrand


Newcastle  Vision  Support  chose  to  commission  second  year  graphic  design  students  to  design  their  new  identity  and  website.  For  more  than  150  years  this  local  charity  has  provided  support  to  people  with  visual  impairment  in  Newcastle  upon  Tyne.  Students  worked  on  the  live  project  as  part  of  a  module  titled  Collaboration  &  Professional  Engagement  in  Graphic  Design.  Over  a  semester,  students  worked  in  small  teams  to  design  a  rebranded  identity  system  that  effectively  communicated  the  personality  and  services  offered  by  Newcastle  Vision  Support. 

In  advance  of  the  student  project,  academics  from  the  School  of  Design  consulted  with  the  charity  to  gather  insight  and  conducted  workshops  that  explored  a  potential  alternative  name  change,  from  the  original  Newcastle  Society  for  Blind  People.  It  was  felt  that  revising  the  name  could  more  accurately  reflect  the  ethos  of  the  charity  and  better  convey  the  support  it  provides. 

The  Challenge

Students  were  tasked  with  rebranding  the  newly  renamed  charity  in  order  to  engage  service  users  and  the  general  public,  create  designs  for  a  user  friendly  website  and  propose  experiential  applications  of  the  new  identity  which  would  coincide  with  the  charity’s  150  year  anniversary. 

Working  with  Newcastle  Vision  Support

After  being  briefed  by  staff  from  Newcastle  Vision  Support,  students  attended  weekly  critique  sessions  with  tutors  and  met  with  the  charity  to  present  and  discuss  their  team’s  design  development.  The  project  provided  students  with  experience  first-hand  of  working  for  a  client  and  managing  a  design  project  within  a  team.  Students  visited  the  charity  and  met  with  service  users  to  inform  their  research  and  to  build  a  richer  understanding  of  visual  impairment.  

The  Results

Each  student  team  presented  their  final  rebrand  designs  and  the  development  of  their  ideas  to  staff  from  Newcastle  Vision  Support.  The  presentations  followed  a  pitch  format,  in  which  each  team  provided  a  formal  delivery  of  their  process  and  the  virtues  of  their  proposed  visual  identity  system.  The  charity  then  selected  one  teams  identity  to  be  developed  further  and  implemented  throughout  the  organisation.  The  winning  team  worked  with  the  charity,  their  tutors  and  an  external  designer  to  apply  their  design  to  a  new  website,  as  well  as  internal  and  external  touch-points.  Students  also  delivered  materials  for  the  launch  of  the  charity’s  new  identity,  as  part  of  Newcastle  Vision  Support’s  150  year  Anniversary  celebration  event. 

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