Astrid + Astir
Healing and growth occur from the inside out, the mind must be ready and the heart willing. For many women in the United States prison system, the resources to do either are scarce, leaving them with little hope for the future. Astrid + Astir is a nonprofit organization that utilizes outdoor and physical activities to delve into three key aspects of an incarcerated woman’s journey to recovery. Through meditation, yoga, and group camping, participants will learn healthy coping mechanisms for dealing with existing trauma, conflict resolution, and relationship building. Astrid + Astir believe that these three points will leave a positive and lasting impression in these women’s lives.
As an NPO, priority is gathering volunteers and donations through the use of a website and promotional material. For art direction, volunteers and donors are the known target audience. Branding is meant to appeal to the individuals that fall under these two categories as women in the prison system wouldn’t be using their allotted internet privileges to visit the website. Being an organization that does camping retreats, color palette is comprised of shades of blues, deep green and a gray for a hint of neutral. Additionally, the soft peach is meant to symbolize the emotional aspect of the retreat, this hint of softness is also visible in the script typeface used for the logotype. The modern and artistic elements throughout the branding are meant to entice possible volunteers and donors, sending a message of progress, vision, and attention to detail.
More than designing a brand, this is a concept of service. No program exists that hopes to benefit women while they are still incarcerated. Many are after they have been released and most are religiously affiliated, further reducing the number of individuals that would participate. This NPO would be the first of its kind.