ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Convoy of Hope — An Effective Blend of Timeless and Trendy

By Jenny Rain
October 23, 2015
Convoy of Hope — An Effective Blend of Timeless and Trendy

When a site is able to stay current with industry design trends while simultaneously retaining elements unique to the organization’s brand expression, it is a fait accompli. Convoy of Hope achieves both, and as a result keeps its brand fresh as well as timeless.

Iconography and Color Branding

Convoy of Hope has long used memorable and unique iconography and colors to identify its differing service areas. As a result, the site is easy to navigate. The colors provide visual recall for the user to remember which section he or she is in, and the iconography identifies the overall purpose of the service area.

The "What We Do" page launches with simple iconography to identify the service areas.

What we do

When the user hovers over any of the icons, the resulting color-branding displays. For example, Agriculture is a bright, lime green.

agriculture

Whereas Women's Empowerment is fittingly fuchsia.

womens empowerment

As you navigate to the inside pages, the color branding remains consistent.

hope

 

hope for women

Brand Messaging

Another element of Convoy of Hope’s site that has remained consistent is their brand messaging. They provide hope through a variety of service areas and have creatively connected each of these divergent areas using the word HOPE. Simple, but effective.

brand messaging

Blending Timeless with Trendy

In the last two years, these design elements have not changed on the Convoy of Hope site, yet the site still feels fresh and new instead of dated and old. As the fickle web-design industry has trended from a rotating marquee, to parallax design, to a full-width responsive, landing page style, Convoy of Hope has managed to make only minor tweaks to the homepage to retain its fresh appeal.

We can all learn from Convoy of Hope's example of retaining unique and timeless branding motifs and blending them effectively with design trends. Well done Convoy of Hope!