Red Cloud Renewable
Strategy, branding and design for Native-led grassroots nonprofit offering vital education in sustainability
Client
Red Cloud Renewable empowers Native American communities by offering vital education in solar installation, sustainable building practices, and weatherization techniques.
Challenge
Red Cloud Renewable needed a new website to handle the potential influx of traffic as a result of a forthcoming video launch and PBS release. Their existing site contained much of the content of a successful non profit website, but it was lacking a cohesive layout and clear calls to action and did not capture the current range of programs they offered. There were technical issues as well — many graphics did not properly load and it was not responsive to screen sizes changes.
Approach
This was an opportunity to step back, create a strategic communications plan and present a full revamp of their messaging online. The client initially asked a new website, but in order to create a successful website, we needed to be clearer about the organization’s goals, stakeholders, programs, how they stood out and how they wanted to be perceived publicly. I led them through a series of meetings to get to the core of what was important for them, then I began the design process. This part of the process was crucial so that down the road no matter what who created content for them, what platform it was shared or how they grew as an organizations, there would be a system in place to drive the outcome and ensure a cohesion across existing messaging.
Expertise
Communications Strategy, Research, Digital & Print Campaign Design, Website Design, Branding & Visual Identity, Graphic Design
Tools
Zoom, Asana, Adobe Illustrator, Photoshop, Squarespace
Collaborators’ Roles
Managing Director and Public Relations & Communications Director from Red Cloud Renewable
Logo Design
Red Cloud Renewable’s previous logo wasn’t really able to be used as a logo, but it did contain some important symbols they wanted to continue using. I explored many options before presenting them with 3 selections that depicted the Lakota medicine wheel, an eagle feather and a circle of feathers. They loved the eagle feather, but asked if I could incorporate solar panel imagery in it. I drafted some versions to present to them, but ultimately we decided it was busy, too literal and didn’t encompass all of their work; solar energy is only one program in sustainability they offer.
Visual Identity
The visual identity I designed was based on the colors of the Lakota medicine wheel: red, yellow, black and white. Instead of a direct adoption of those colors — I find clients struggle to use red due its perceived harshness and yellow due to its low readability — I softened the colors and gave them a more earthy quality. This change helps them stand out among other Native led organizations as well.
Their brand typography was chosen based off of the idea that they are presenting “a new way to honor the old ways” as described by RCR’s founder. A new approach to traditional letter forms, Gopher is a “reverse contrast, geometric sans serif typeface. A typical contrast has thicker vertical strokes and thinner horizontal, but Gopher provides a unique look by switching that contrast.” This lines up with RCR’s approach and because there are many thicknesses and types styles available for it, it gives them ultimately flexibility in a way that will stay cohesive.
Copywriting, Keyword Research & Using Indigenous Language
The goal of copywriting is to take complex material and present it in a clear and concise way. Having text that’s easy to understand and making it more relatable supports an organization’s goal of reaching new audiences and nurturing returning ones.
I started with reading everything Red Cloud Renewable had on their website and some internal documents explaining the work. Additionally, I researched keywords to find out what relevant audiences search for online when looking for similar organizations, programs and approaches like RCR.
Then I drafted and presented some key phrases and sentences that the organization could use in various circumstances to describe their work. I like to present these statements in the context of a website or outreach document, but they also should stand alone. This text was reviewed by various members of the organization before being okayed for use.
For Red Cloud Renewable, it was also immensely important to include Lakota phrases like Mitákuye Oyás'in (“We Are All Related”) in their public messaging. Their target audience for their programs is local tribal members who understand and our proud of these phrases, so in places that spoke directly to fellow Lakota folks like program sign up and descriptions translations were not made. However, for other viewers who may not be Native, like donors or partners, English language translations was used to give meaning to key phrases.
“Thank you Ana for your help getting our website designed and rolled out. We appreciate all the work and support you have provided us with this process. The new version is a much-needed improvement.”
-John Red Cloud, Managing Director
