Client, Year

Gateway Maryland, 2024

Services

Brand Audits
Brand Positioning
Stakeholder Engagement
Brand Architecture
Brand Stories
Naming & Taglines
Messaging & Tone
Logos & Marks
Identity Development
Brand Systems
Brand Guidelines
Copywriting
Brand Launch
Website
Social Media
Brand Applications

URL

Gateway Maryland

Communication come alive

For over a century, The Hearing and Speech Agency (HASA) has been on a mission to connect all people with their worlds through effective communication. HASA’s brand, however, no longer captured the breadth of services they had evolved to offer, nor did it reflect the significant role they play in the community. Ashton worked with HASA to research, design, and implement a full rebrand—complete with a new name, Gateway—that more accurately embodies the transformative effect the organization has in Maryland.

To get started, we conducted an extensive audit and research process. On-site focus groups and one-on-one interviews with staff provided valuable insights on pain points and strategic opportunities. Upon presenting our findings, every department rallied around Gateway as their new namesake. Originally the name of the K-8 school at the heart of HASA, “Gateway” was embraced as an apt metaphor for the nonprofit’s pivotal role in its community.

With the new name in place, the next step was to build a nimble messaging framework that Gateway’s entire network could use to convey a unified sense of purpose.

As an organization dedicated to clear and authentic communication, Gateway’s messaging was built on four pillars: be relevant to all people, create an environment of respect and empowerment, highlight the organization’s history and leadership, and unite all community members around a shared mission.  

The new brand reinforces Gateway’s pillars with its visuals. The primary logo’s classic typography emphasizes the organization’s role as a storied leader. The asterisk nods to its “yes, AND” ethos, while providing a flexible structure for sub-brands to grow and adapt as the community’s needs change.

The color palette was carefully crafted with sensory differences in mind. Rich blues and greens have shorter wavelengths, and thereby cause less brain stimulation, than bright colors. We chose those hues for their calming tones and strong contrast, then expanded them into a series of tints and gradients to soften the palette’s overall expression.

We created a range of printed materials to support the individual needs of each department, including letterhead, business cards, custom die-cut folders, brochures, lanyards, and more.

The asterisk serves as a dynamic design element, creating patterns that emphasize Gateway’s adaptability and accessibility. The range it provides helps differentiate various collateral pieces and company departments.

Gateway supports people of all ages and stages of life; similarly, the photography is designed to reflect the full spectrum of its community members. Applying the asterisk mark between and around people in the images helps emphasize how important each individual is to Gateway’s mission.

An upbeat system of icons highlights the strengths of each department. Their “perfectly imperfect” illustration style helps convey a sense of playfulness and humanity, and thereby reinforces Gateway’s approachable nature.

A welcoming, user-friendly website was critical to a successful brand launch. As the digital home for so many departments, it had to be easy to navigate and clearly distinguish services from one another. We created a strong navigation system so visitors would never feel lost, while designing the experience to feel soothing to mirror Gateway’s in-person offerings. Perhaps most importantly, the site was built to be WCAG 2.1 AA compliant, making it accessible for all.

Comprehensive brand guidelines ensure that Gateway’s messaging, visuals, and tools are easy to use and adaptable as the organization evolves.

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PO Box 50337, Balt., MD 21211

©2024 Ashton Design

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