Cuso International is a development organization that works to reduce poverty and inequality through the efforts of highly skilled volunteers, collaborative partnerships and compassionate donors. They aim to create a “world where all people are able to realize their potential, develop their skills, and participate fully in society” (unit 4 of 29, Orientation to Cuso International). GOAL The intention of this publication was to highlight Cuso Ethiopia’s programs and successes over the past 5 years through the stories of volunteers to encourage others to volunteer with Cuso International (either from Canada or in its south-to-south program). Further, while sharing the publication with possible partners and donors, Cuso wanted to increase brand recognition in Ethiopia and build mutually beneficial partnerships within Ethiopia and Canada. "We want readers to perceive Cuso International as an inclusive organization committed to sustainable solutions for the communities we work in. We want readers to understand that we are committed and devoted to our skillful volunteers.” Rebecca Gass, BPR, CYI, MA(c) Project Development and Communications Advisor - UGIRLS2 Cuso International Ethiopia - Country Program Office OVERVIEW Brand Research Strategy Sessions SWOT Analysis Concept Development Creative Direction Image Selection & Editing Working with Brand Identity Guidelines
Kelsy Baloch Provisional RGD (Junior/Intermediate Designer)
September 3, 2020
Areas of SpecialtyAdvertising, Digital Marketing, Marketing
Other CapabilitiesAdvertising, Branding, Brand Strategy, Corporate Communications, Digital Marketing, Editorial Design, Marketing, Packaging, Print Production, Service Design, Strategy, Typography, Video, Web Design
Why am I a designer?Because design can change perceptions, educate, inspire, and connect, I became a designer. I'm a research-driven innovation designer at work and digital artist at play who strives to create compelling and meaningful visual solutions. Through strategic design thinking methods, industry research, curiosity, and empathy, my main goal is to help visionary brands gain clarity to make meaningful connections with their audience. After all, since viewers are exposed to thousands of marketing messages daily, establishing a strong, differentiated foundation that builds a relationship between brands and their community is key.
Why should you hire me?I'm a research and brand-strategy driven graphic designer, which means I enjoy using consumer profiling, brand attributes, and brand messaging to make designs that create an impactful connection that inspires a specific, intended action with a target audience. By diving deep into a brand's unique positioning in their industry and taking the time for brand strategy sessions, rather than making designs primarily based on subjective opinions or style, through collaborative sessions, we can create designs that help achieve concrete business goals.
My work experience involves over 5 years of combined full-time, freelance, volunteer, and internships that are graphic design, advertising, and marketing-focused. Throughout my journey in design, my work has been awarded by RGD (Honour Award for Promotional Website), Seneca Applied Research and Innovation, and The Toronto Club Of Printing House Craftsmen (IAPHC Graphic Design Challenge Award for editorial, UX, and digital Photoshop art).
Regarding my education, I acquired an Advanced Diploma in Graphic Design with High Honours at Seneca and a Specialist High Skills Major in Information & Communications Technology, which expanded my knowledge in creative marketing and media, business leadership & cross-functional teamwork, and project management (e.g. I managed a team for a seasonal, strategic marketing internship and competition for SWAT Health Mississauga). Later, I furthered my education online at The Futur Academy (an online education platform led by award-winning creative professionals) regarding brand strategy, messaging, and brand identity systems. Overall, all developed a holistic foundation of graphic design and the design of business.
Where do I see myself in 5 years?In five years, I see myself specializing in digital marketing for brands that promote health and wellness, environmental sustainability, and social inclusion.