Visual Identity Design for a Non-Profit Organization
The Groundswell Group originated as a nonprofit grassroots organization in the Bronx, New York, in the late 1990s. They purpose to promote social good and positive impact in communities and within individual lives. The organization provides resources such as training programs and workshops that enable individuals, families, and organizations to develop and enhance communication, problem solving, conflict resolution and mediation skills. Groundswell consultants, trainers, and mediators have worked alongside churches, schools, women’s shelters, public housing and healthcare organizations to advance health and wellness, promote peace and improve the environment. In sum, the Groundswell Group equips organizations to create more just and peaceful cultures.
BRAND STRATEGY / BRANDing + visual IDENTITY system DESIGn / messaging
For this project, we were asked to create a new brand identity that would distinguish and modernize the brand, while clarifying the brand’s positioning, and giving it a professional and impactful visual presence to its consumers and partners. To begin, we researched the idea of a groundswell, and looked for ways to simplify the visual language while expressing the impact the organization intends to have. After several design explorations, the Executive Director and Board of Directors fell in love with the simplified concept and expressive logomark we presented, which symbolizes a rising up of people to collectively work together for the common good.
The design system we created intends to house and accentuate the generous range of community services and outreach done by Groundswell Group. The brand colors denote a professional, stable and structured organization, yet one that is energized and active—wiling and able to make a difference. Essential to this visual identity system was the Groundswell wave icon, which would become a visual device used throughout the branding. Additionally, the Groundswell ‘G’ lettermark was expanded within the visual identity and, when interlocked, worked to also form the Groundswell wave icon. When the visual identity design was completed, we were then asked to create a website for the organization and develop the messaging used throughout the organization’s online platform.