GrowNYC is New York City's most established environmental non-profit, but for being so established, they weren't getting the recognition (or the donations) for the incredible work they do. Few knew their name or the breadth of their work. Even some of their most loyal supporters imagined GrowNYC was part of the city government (they're not!).
So how do you raise the profile of a non-profit and get while still honoring its 50-year history and most loyal supporters?
Well, in truth, it doesn't start with a logo (it rarely does). We started drafting the story of GrowNYC about a year before we even talked about the logo. That set the foundation for what would become a vibrant, playful, and seriously-welcoming brand evolution.
I led the creative direction and design in partnership with Rule No. 1—a design-driven strategic transformation firm based in New York City.
- Project Roles
- Creative Director, Designer, Illustrator
- Adobe Illustrator, Adobe InDesign, Adobe Lightroom, Adobe Photoshop, After Effects, Art Direction, Creative Direction, Design, Sketching, Traditional / Hand-drawn
- 2D Animations, Brand Guidelines, Brand Identity, Branding, Environmental Design, Icons, Illustrations, Logos, Patterns, Presentations, Typography, Visual Designs, Wayfinding
- Project Industries