MacEwan Design Portfolio Show 2026 | Building Belonging: Strengthening Love Locals’ Brand Identity

Independent Project

This project explores how redesigning the brand identity of a community-driven organization can strengthen belonging, visibility, and engagement for local businesses. Focusing on a visual identity rebrand for Love Local, a non-profit organization, the work applied a design-led approach through a redesigned primary and secondary logo, brand patterns, brand guidelines, website landing page, and cohesive marketing materials, such as an advertisement, flyer, and business card. With large corporations like Shein, Temu, and Amazon overshadowing small businesses with their fast and inexpensive offerings, this capstone project addresses the growing challenge of visibility and recognition for local businesses. Developing a strong, genuine, and cohesive visual identity for Love Local can enhance trust, encourage community participation, reinforce the emotional connections that make small towns unique and support the resilience of local economies.

An overview of Love Local's visual identity, showcasing key brand elements at a glance. This includes the primary and secondary logo, brand pattern variations, and a curated colour palette. Typography is set in Como (Bold, Semibold, and Regular) to create a clear hierarchy across the brand's headers, subheaders, and body text. This visual identity ensures a consistent and cohesive presence across all platforms.

This advertisement is designed to capture attention and strengthen Love Local's presence, boosting visibility and engagement throughout downtown Camrose.

The image showcases the primary version shown larger, with smaller ads featuring the brand's inverse logo variations."

This flyer is designed to promote upcoming events and increase Love Local's visibility throughout the community, whether displayed in-store, at tills, or around town.

The image showcases the primary version in a larger size, with smaller versions featuring the inverse logo variations."

This website mockup showcases a refreshed home landing page designed to strengthen Love Local's online presence and improve accessibility for the community.

The business card is designed to create a strong, professional first impression while reinforcing Love Local's brand identity within the community.

The image showcases the website in a static homepage layout and the
business card in a smaller mockup."

Love Locals' visual identity rebrand requires a brand guideline to support and serve as a resource for maintaining consistency across all brand applications. This will outline the use of logos, colours, typography, and patterns to ensure a cohesive and recognizable identity for Love Local.

The image showcases select pages from the brand guidelines, featuring the use of colour, typography, pattern, and logo applications."