The Perception Project is a 501(c)(3) non-profit organization devoted to providing survivors of trauma with services that take on creative forms as expressive outlets. Their mission is to serve local and global communities by creating connections between survivors of various forms of abuse, trauma, and mental illness with artists aimed at reducing the stigma of this collective plight, empowering those who have suffered from it, and providing a safe and encouraging space for both groups, as well as for the larger community.
Between an artist/survivor collaboration, the muse provides a personal story, and the artist creates a masterpiece showcasing the muse's strength and inner beauty. These works are showcased through art exhibitions designed to promote awareness, then gifted to the muses as a symbol of their strength.
Approaching a project with such a meaningful and impactful purpose requires the utmost level of care and consideration when creating a brand strategy and identity. CDMG designed the full brand identity and presence for this amazing organization, and to date, this is considered to be one of the most important works within the portfolio. This isn’t something you could examine, think about, then reach for your toolbelt and hit with your design hammer to formalize an interpretation. This is something you need to feel, and truly ingest its’ gravity in order to allow yourself to be the channel through which its’ visual presence could manifest, and reveal itself into visual form.
The gravity of what this organization accomplishes, and the breadth of the individuals which it touches is nothing short of phenomenal. The social stigma of perception can be absolutely debilitating to someone’s recovery journey, and their mission to change the perception and thus erase the stigma was at the core of the branding approach.
The logo design was meant to be dynamic, representative of the brand ethos, and immediately recognizable while simultaneously telling this story of perception, and assumption. Often times, assumptions are made once you are made aware of the trauma an individual may have experienced. Without taking the time to learn and ingest the story or journey, a stamp may be applied to someone based on what one believes they understand regarding a given situation. This complex observational circumstance drove the overall shape of the logo. While initially appearing to be a generally circular shape, upon closer examination, you see that the shape is actually divided into two separate halves, each of differing scales. Each half is comprised of what appears to be triangular shapes all intersecting continuously, but closer examination reveals that these shapes are actually four-sided, and the circular lines that appear to trace through them cohesively actually don’t intersect at all. This reveal of detail represents the informational clarity which comes following close examination of an individual’s given situation. Less assumption, more empathy and time attributed towards understanding.
This set the tone for an expanded branding application which translated effectively into marketing material design such as event banners, business cards, flyers, interactive design, posters, and more. The brand recognition is immediate, and the gravity of its’ meaning is felt immediately (following some brief explanation, of course).
Existing as the primary production and design arm of the organization has also seen opportunities to cover the annual exhibitions, and document these powerfully emotional events into recap films which document the event from start to finish, while also highlighting the organization’s sponsors, artists, and participants. This ongoing relationship has allowed us to continue to work closely with the organization and assist with all of their brand marketing and interactive needs. A virtual gallery is currently being developed for the most recent exhibition, and much more to come.