Industry
Non-profits
KABOOM!
Agency
Purpose
Role: Senior Designer
- Developed two visual directions that were shortlisted in the client pitch, helping expand the creative range of the presentation
- Led the refinement of an existing logo draft, developing it into the final launched line-based logo
- Defined a consistent hand-drawn graphic element system for use across brand applications
- Built the brand book and developed key sections
- Created self-initiated motion studies as an exploratory extension of the identity
Challenge
Brand refresh for a national nonprofit working to end playspace inequity. The identity needed to feel credible for partners and funders, while staying warm and energetic for kids and communities. The system had to scale cleanly across real-world applications and partner-led touchpoints, supported by clear logo rules, scalable assets, and a practical brand book.
Press
BrandNew
Team
Strategy:
Catherine Addo, Mohini Narasimhan
Creative Director:
Emma McDonald
Associate Design Director:
Jessica McGhee
Senior Designer:
Yating Liu, Ashley Jung
Copywriter:
Colin Quinn
Principal:
Anne Keenan
Project Management:
Firdaus Rashid
Related Projects
Purpose Foundation
End-to-end identity system to final delivery, turning awareness into a manifesto
Strategy-led identity refinement to rollouts, built for national-scale adoption