Australian Literacy and Numeracy FoundationFind your learning curve
Overview
A vibrant new brand identity and an informative, empowering website that educates ALNF’s various audiences of their impact, and compels action by means of donations and partnership enquiries.
SCOPE
Brand IdentityUser ExperienceUI DesignTechnology ConsultingFullstack Engineering
RECOGNITION
Good Design Awards - Gold WinnerAnthem Awards - FinalistWebby Awards - HonoreeAGDA Awards - Finalist
Challenge
As a charity prioritising their work in the community, ALNF’s brand identity and website had remained unchanged for decades, and as such, both were dated, and did not reflect their passion, creativity or skill in the education sphere. Their closest competitor looked similar enough to be confusing to donors, and limited program information on the site meant fielding many phone calls and email enquiries, which was impacting their finite resources. We needed to take the dynamism and energy ALNF has, and infuse this into their digital experience, to better reflect their mission and impact, and create an efficient tool for their promotion.
Solution
ALNF exists to create a more inclusive Australia, through the power of literacy and learning. Working with marginalised communities, their innovative research-based programs break the cycle of illiteracy - empowering people with the freedom to tell their own stories.
Our brand idea of ‘embrace possibility’ highlights how literacy and learning liberates people from the things that can hold them back. When people can clearly express their identity, understand the world around them, connect with communities, and share their stories, they’re free to be themselves, and equipped for the best life has to offer.
A brand that embraces possibility
With an acronym that was tricky for people to wrap their heads around, we wanted to go back to the basics, and created a wordmark that spells it out.
We needed to craft an identity that made the brand feel fresh, modern and reflective of the type of organisation they are.
Our primary typeface is Founders Grotesk - a grotesque sans-serif typeface designed by Kris Sowersby of the New Zealand-based Klim Type Foundry. The design was influenced by classic grotesques from the early twentieth century. It’s a contemporary, distinctive choice, which gives just the right amount of personality to the brand.
For our secondary typeface, we used Suisse Int’l, the best Swiss Grotesk available in digital form. It’s the typeface of choice for any designer who’s fond of the Swiss Style and its legacy. Known for clarity, objectivity, and presenting information clearly, it’s the perfect complement to Founders Grotesk.
Passion, Energy and Optimism
The ALNF primary colour palette of warm sand and classic charcoal creates a sophisticated foundation. The secondary palette is fresh, vibrant and bold with bright hues and warm tones. Each swatch has a pop colour and tinted pair which provides the flexibility to be loud or subtle depending on the desired tone.
The passion, energy, and optimism of ALNF - its founders, team, and partner communities - is undeniable. The new brand identity captures their vision for a fairer future, where every Australian can access and act upon opportunities. The new identity is bright and upbeat, representing the energy, emotion, and diversity of learning journeys. A vibrant colour palette and the introduction of the learning curve embody the breadth of ALNF’s work and the unique pathways of learning and literacy. Together these elements form a dynamic, spirited, and ever-evolving brand that reflects the transformative power of education.
Website
With a brand foundation based upon energy and optimism, the website had a larger destiny - beyond just a digital platform, it needed to be a celebration of the organisation’s mission. Balancing accessibility and delightful moments of interactivity, the site becomes a powerful tool for advocacy, education, and unlocking opportunities for all Australians.
It delivers a powerful brand presence, building brand equity and creating a strong brand in potential donors and ambassadors minds, as well as aiding funding applications.
Our concept, ‘Subtext’, played with the foundations of Swiss modernism, but then played with the bold identity in breakout areas - such as the interactive ‘learning curve’ cursor.
Hover effects throughout the site display CTAs that are randomised in the CMS in terms of the colour they display from the brand palette, giving a fun and creative vibe. The design of the site visually showcases ALNF’s creativity in the space, which really sets them apart from their competitors.
Animations and page transitions are playful but not distracting, and the page load speed has been optimised to ensure we don’t lose people in those crucial milliseconds.
Ambassadors play a vital role in the success of ALNF, spreading the word about their important work. We wanted the website to really celebrate them. Portrait tiles feature the incredible photography by Hannah Scott-Stevenson, Jo Duck, Simon Eeles and Mason Stevenson, and once a user selects an ambassador, an overlay slides out, sharing their connection to ALNF.
We recently collaborated with the talented Nightjar team on our brand development and website design. At every turn, they were sensitive to our mission and values, and presented us with beautiful, strategic, and smart design. Their creativity has honoured our legacy and rich history but has also allowed us to showcase our innovation and take our organisation into the future. It has been a powerful journey, and we feel nothing but pride looking at the end result.