Not 9 to 5 is a lightning rod for sharing, supporting and storytelling in the hospitality industry. We’re ‘shocking’ up the way our community is serviced with mental health resources that champion authenticity, transparency and static connection. We developed the new brand identity system to show the world that Not 9 to 5 is an engaged, vibrant and diverse community, committed to positive change.
NOT 9 TO 5 REBRAND
Not 9 to 5 is a non-profit global leader in mental health advocacy for the food and beverage sector. Through practical education and meaningful community-building, we are reimagining the hospitality industry by breaking stigmas and fuelling hope.
Date:
04.2021
Client:
Hassel Aviles
Website:
http://www.not9to5.org/
What We did:
Brand Identity
Brand Guidelines
Creative Direction
Social Media Content
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Art Direction:
The new Not 9 to 5 brand system functions as a whole, with supporting elements carefully layered to bring the full brand story to life. Not 9 to 5 is more than just a logo, it’s a living support system with a story to tell.
The Not 9 to 5 brand icon serves to create static tension, connection and engagement. The shared experiences within the hospitality industry are not always ‘comfortable’, but they connect a community that shines with dignity and pride—we needed to capture that.
We worked closely with the team to design a visual asset system that felt authentic to the hospitality audience, pulling elements that spoke to the alternative working hours of the industry as well as the trade, craft and service skills of the community as a whole. Enhancing the message of the organization was our priority, to ensure that the resources and educational services offered were primed for maximum impact and reach. We tailored the brand presentation to be attention grabbing, through colour and lighting effects, in an effort to reduce stigma by showcasing unapologetic, fearless messaging.
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