html/css
framer
figma
This is an overhaul rebrand project for an established non partisan, non profit organization focused on revitalizing US soft power, strengthening alliances, and countering adversaries.
Formerly known as I4AL, I joined the Bretton Woods Institute team as Lead Designer just as the organization was breaking away from their former parent organization.
The ask was complicated, we wanted a brand that was familiar to those who knew of the organization previously, but stood very much apart from their former group. I worked with an expert Marketing Consultant, reporting to the Executive Director in order to realize this vision.
Before
After
Before
Flame
Torch
In the initial concept and drafting phase, I created a few ideas that included no reference to the previous organization whatsoever. However, upon presenting to stakeholders, we identified an opportunity to rework the existing torch from the former brand, as a nod to the former identity. The resulting treatment indicates energy and transparency, both important points of emphasis in their founding fellowship program.
In addition to this torch, the full icon includes four colorful crescents. These symbolize not only a radiating light, but also a convergence of ideas. Such an interaction is central to the curriculum of the organization's founding fellowship.
Full icon
As for online presence, the previous website felt generic, static and lacking in enthusiasm. Given the nature of the organization and the current season they are in, I opted to punch this presence up a bit.
By implementing dynamic imagery and vibrant color treatment, as well as surprising interactive elements, the new site creates a sense of action, involvement and forward thinking.
