CAFE Rebrand
Role
Art Direction
Design
Branding
Community Art for Everyone
Creating a brand for a creative nonprofit.
Situation
Community Art For Everyone (CAFE) is a nonprofit with a mission to create a healthier and more beautiful DC Metro area through community art, allowing members of a community to participate in art creation directly or collaboratively with artists. With a small team and a growing number of events, CAFE was in need of a scalable, inviting brand identity welcoming to all ages, cultures, and abilities.
Solution
As team lead in the AIGA Createathon, my team worked together to create a new brand identity and brand templates that brought together the concept of community and art in less than 24 hours.
Before
After
Logo Design
Art Direction
Concept
Design
I started my team off with a branding brainstorm. Together we discussed brand voice and possible visual representations before setting off for two hours to create sketches. , mood boards, and sample color palettes. After a group critique, we selected the strongest logos to clean up, and created micro mood boards and sample color palettes before a quick client presentation.
Each team member presented their logo and concept.
Like a vibrant community built made stronger from many pieces working together, my logo design also mimicked the art murals that are a key community art activity held by Community Art for Everyone. We instantly had a winner and a very happy client, and the team moved forward creating the rest of the brand assets.
Brand Guidelines
Art Direction
Design
I worked with my team to pull together a brand guidelines poster that could easily be distributed to the team and explains how to use the brand day to day. The guidelines share the basic logo spacing, colors, font styles, and brand patterns we created.
The Presentation
Art Direction
Design
After a logo and brand guidelines, CAFE was most in need of a presentation template for pitches and funding. We used the branded Keynote template I designed to present the final brand assets the team created to both the client, and as our final Createathon presentation.
