In 2019, The Michael J. Fox Foundation’s (MJFF) identity was well-established, but wasn’t being applied consistently across projects and platforms. I conducted a comprehensive brand audit and created this centralized resource for understanding the brand’s personality and audience, and applying its visual identity in a cohesive way.

As part of the process, I codified motifs and elements that were being used informally, created new visual elements to expand the designer’s tool box, and created asset libraries for images, icons, logos and graphics.

El Cerro is a coffee farm high up on the Santa Ana Volcano in El Salvador, which has been family run for many generations. Their coffee is high-end, so they were looking for a clean, simple logo and branding that embraces their heritage and sense of place.

We developed a warm color palette, chose typefaces that straddle the traditional and contemporary, and developed romantic renderings of the unique landscape at the heart of their business.

The Goodes Prize was founded by the Alzheimer’s Drug Discovery Foundation (ADDF) to recognize researchers breaking important ground in the field. We created a logo for this sub-brand that stands on its own but has a clear tie to the ADDF’s logo (which was developed before my time at the Foundation).

Goodes Prize events are elite affairs, so the branding and collateral utilize a classic black and white color palette and simplified art nouveau patterns.

Muslimat (Muslim woman) is a network that gives Muslim women a voice and financial opportunities in their communities. The logo we developed references their calligraphic tradition and echoes the shape of the word Muslimat in Arabic. As part of the branding, we developed unique patterns reminiscent of traditional Arabic motifs, which are animated on digital applications.

The color palette and typefaces are feminine but not saccharine, projecting both warmth and strength.