Welcome to the AAFS Branding Journey
When AAFS approached us, they had a strong mission but a visual identity that no longer reflected their growth and impact. I worked as part of a team of five, and I was responsible for creating the brand identity, designing the website layout, and developing social media materials.
Our goal was to give the Autism Aspergers Friendship Society of Calgary a fresh, modern, and accessible visual identity — one that communicates trust, warmth, and professionalism while staying aligned with World Autism Organization standards.
Understanding the Purpose
The redesign aimed to make AAFS more visible, engaging, and aligned with its mission of supporting individuals with autism and increasing societal awareness. We wanted every visual element — from colors to typography — to reflect the organization’s dedication to inclusion and community.
Research & Inspiration
Before diving into design, our team researched branding trends in autism support organizations worldwide. This helped us understand how to maintain a modern, recognizable, and inclusive new identity, while ensuring accessibility for all audiences.
Scope of Work
Our project covered:
- Logo redesign
- Color palette update
- Typography refinement
- Website redesign
- Social media visual identity creation
Logo Transformation
We started by simplifying and modernizing the AAFS logo to make it more versatile and easier to read across digital and printed materials. The new design preserves the welcoming essence of the brand while making it more professional and cohesive.
Color Palette Evolution
The old color scheme lacked contrast and accessibility. We introduced a palette inspired by global autism awareness patterns, balancing vibrant tones with softer complementary shades to make the brand friendly yet professional.
Typography Upgrade
We replaced the existing fonts with clean, sans-serif typography that’s easy to read on screens and in print. This ensures accessibility for neurodivergent audiences and maintains visual consistency across all materials.
Website Redesign
I led the layout and design of the website, making sure it was modern, intuitive, and accessible. The website highlights programs, events, and resources in a clear, engaging way, integrating all elements of the new brand.
Social Media Refresh
I also developed the visual materials for social media, creating templates for posts and stories that are consistent, professional, and instantly recognizable. This ensures AAFS can communicate its mission effectively across digital platforms.
The Final Result
The updated AAFS visual identity is now modern, accessible, and aligned with global standards. It strengthens the organization’s public image, improves community engagement, and enhances its connection with neurodivergent individuals and families.