Refreshing and giving a second wind to the Sandhills Orchid Society
In Progress
Overview
The Sandhills Orchid Society is a group of enthusiasts who gather monthly to learn about and appreciate the fascinating world of orchids. Over time, the membership naturally skewed toward those aged 60 and above, so they brought me in to help modernize their image and attract a younger audience—ensuring the society doesn’t fade away with its aging members.
Brand Attributes
Welcoming
Knowledgeable
Refined
Wise
Friendly
Target Audience
Young Adults
Orchid Enthusiasts
Plant Beginners
Where we were
The Sandhills Orchid Society was facing significant challenges. Community engagement was low, membership growth had stalled, and the organization was gradually fading as its aging members stepped back. Their online presence was minimal—what little existed was poorly organized and rarely maintained.
The original SOS logo. No one has access to anything of higher quality.
The original SOS website was managed occasionally by the granddaughter of one of the senior members, whenever she had spare time and remembered to update it. Click the image to view the original site—you’ll notice that not everything is working as it should.
Sketches and Explorations
I aimed for the updated logo to convey elegance, wisdom, and a sense of heritage. To stay true to the society’s roots, I chose a seal-style design. I incorporated spring-inspired colors that felt fresh yet balanced, avoiding an overly feminine look. I retained a pink flower as a nod to the original logo, maintaining a sense of continuity.
We went through several rounds of logo refinement to ensure the design would hold up well in black and white before introducing color. After thoughtful iteration, we arrived at a version we were confident in.
Since this is still an ongoing project, the brand guidelines are currently in development.
Mood board and inspiration
Color palette exploration
Initial logo sketches
Color refinement
Current Deliverables
We've successfully finalized a logo suite for SOS, updated their website, and distributed flyers at local markets to promote the upcoming meetings scheduled for the rest of the year. Since initiating this refresh, we've observed a rise in both membership and social media engagement. I'm optimistic that this positive momentum will continue as the remaining system components and assets are developed.
Click to see completed website
