Overhauling the visual identity of the country’s largest community improvement organization involved combining my own creative vision with internal priorities, stakeholder buy-in and third-party feedback.

The client wanted an identity that captured the organization’s process of reinvigorating communities in a chronological fashion, from inception, to the execution, to the end result. They wanted the idea to be robust yet flexible enough that it could be implemented by seasoned designers and relative novices alike.

The end result was a design system that consisted of three tiers of content – line art, shape fills and photography. Each tier of the system could be used separately depending on context, but the ideal implementation would involve an amalgamation of all three layers. Dedicated designers could use the system to build picturesque collages, while non-designers could use a variety of pre-built frames and templates to quickly apply the system to virtually any deliverable without losing visual impact.