Overview

The Allegheny Foundation needed a visual identity that was rooted in its legacy while improving visual clarity and consistency. I led the refresh to develop a structured, cohesive system adaptable across print and digital formats.

Challenge

The Foundation did not have an existing brand framework. Without core visual assets or a defined identity system, they struggled to maintain a consistent presence across materials. This lack of standardization made it harder to connect, build recognition, and communicate its mission clearly and effectively.

Approach

I worked iteratively, testing layouts and templates to ensure usability. A large portion of the inspiration was drawn from the foundations mission, vision, and founder’s legacy.

Solution

I developed a flexible brand system rooted in the foundation's sense of professionalism and approachability. The new identity balanced formality and welcoming, using geometric typography with a touch of flair, a cool color palette, and grid-based layouts.

Impact

In all, the foundation's can adopt the system quickly and begin using it across various touch points. This refreshed visual identity reflects the foundation’s sense of professionalism and approachability.