Mass Poetry is a nonprofit organization that harnesses the power of words to engage and empower diverse communities. Their innovative programs spark dialogue, connection, and self-expression.

I partnered with Mass Poetry to develop their new visual identity. They had recently revised their brand strategy and needed a look and feel that aligned with their new strategy.

Responsible for creative direction, design, production, and project management

Services
Visual Identity Design

Deliverables
Logo, type system, color scheme, and style guide

BEFORE

AFTER

Survey
I started with a questionnaire to gain a deeper understanding of the organization and its brand positioning. I then created a brief to build alignment and use it as a north star for the design decisions.

Desktop Research
I studied the competitor’s visual identities, looked for inspiration, and compiled the findings on a FigJam file.

Virtual Workshops
I facilitated a workshop to define the brand’s personality traits — which were missing from the strategy. And, I lead a brainstorming session to generate logo ideas/directions. Our team included board members, MP’s founder, leadership, and staff members.

PHASE 2 | EXPLORE

Rough Sketches
Using the old good pen and paper, I sketched ideas for the logo. I selected the ones that had potential, roughly rendered them on Illustrator, and shared them with the team to get their thoughts earlier in the process.

Iterations
I iterated and shared logo designs for a few rounds until we narrowed them to three.

Refined Designs
I refined our top three designs and presented them along with the rest of the visual identity and brand collateral samples.

Web & Print Files
I fined-tuned the designs and built the final files for digital and print use.

Style Guide
I put together a style guide that included various versions of the logo, dos and don’ts, the type system, the color palette, and the illustration style.