Grass&Roots — a school branding project for a volunteer program at Saint Andrew's Mission School, helping children with autism spectrum disorder (ASD)
'Grass&Roots' represents an opportunity for those who want to try something new but have hesitations.
The Problem
We have noticed that many volunteers are eager to help but feel unsure about what to expect when working with children with Autism Spectrum Disorder (ASD). This uncertainty often stems from a lack of knowledge and misconceptions about ASD.
Our goal is to change that. We're here to raise awareness and promote understanding about autism, creating a more inclusive and supportive environment where volunteers feel welcomed and empowered to join us. We do this with
a light-hearted and witty brand voice, reflecting our bubbly brand identity.
Target Audience
We welcome those with a compassionate heart and a spirit of service, as we believe that while knowledge can be taught,
true spirit comes from within.
Logo Concept
In our brand, 'grass' symoolizes the growth that our volunteers experience after joining us, while 'root' represents our foundation. Just as healthy grass thrives when its roots are nurtured and cared for, our volunteers flourish with a strong foundation, which is us.
Brand Identity
Our brand identity reflects these values through a dynamic logo, use of vibrant primary colours, and a mix of hand-drawn illustrations and stickers that capture our brand's voice. The logo resembles leaves blowing in the wind, exuding a friendly vibe, and we've included a smiley face for added warmth. The symbol, derived from the logo, serves as a secondary option for limited space.
Inspired by unconventional and witty brands like Outside and Oatly, our brand voice is casual, relatable, welcoming,
and pun-y. Our photography showcases volunteers interacting with the kids, often themed around primary colours.
Animated Instagram Stories
Bite-sized animations to capture attention and ignite curiosity. They serve up knowledge in a format that's easy to gobble up.
The audience are able to get educated without the information overload.
Website
It is designed to be interactive and unconventional, catering to diverse audiences, including those with autism.
The website is a vibrant, playful online playground with engaging elements such as interactive buttons, like our interactive checklist in the under the 'About Autism' page.
Use this Figma prototype to see it in action!
Research & Development
Some pages have been skipped to keep it brief, but if you wish to view more, feel free to visit here! Happy scrolling :)
The End! I hope you enjoyed my work and feel free to look through more on my profile!
