Allison Handler has worked in the nonprofit and public sectors as staff, executive director, board leader and consultant for two decades. A former land use planner in Missoula, Montana, and affordable housing developer in Missoula and in Portland, Oregon, she has consulted with nonprofits and governments nationwide, with an emphasis on organizations working toward a healthy built and natural environment. Her practice focuses on strategy development, governance, and fundraising.
She launched Travertine Strategies in 2019 to help organizations get a clear focus of the impact they want to have, set their strategy to get there, and assemble the organizational building blocks needed for success.
Allison tabed us to develop her brand and logo identity.
Our first task was to learn about the nature of the work Allison does, and who she works with. With her help we identified her ideal clients, that is, the kind of work she'd like to do most.
Using a framework of brand-centered exercises, we held three collaborative, discovery work sessions, where we asked strategic, design-thinking questions. The responses led us to develop an internal-facing brand statement which served to guide our design decisions.
A guiding creative brief was developed. The document contained all of the important details we learned in our meetings, distilling insights and findings into statements for Allison's review and approval.
Once she gave us the green light to proceed, we referred to the guide to develop her business logo.
Our task was to translate words into images, color, tone. The words she approved in the brand attributes exercise were used to translate them into visuals, color, tone, and form.
As we explored design ideas in greyscale, a question bubbled to the surface: do we describe what she does, or do we describe who she does this work for? We explored both areas, arrived at several ideas, refined them, and chose three candidates that best fit the attributes in the guiding brief.
Allison chose the design exploration we named "practical thinker."
Our next step was to explore the chosen design in her chosen stylescape's color palette.
The purple / brown / grey version was chosen.
A handful of explorations were presented, one was selected, minimally revised, and approved for production.