CONTEXT
GOODProjects is a community-centered nonprofit serving youth and families in Southwest DC through education, mentorship, and creative programming. Operating at the intersection of grassroots organizing and institutional leadership, the organization needed a visual system that could flex across environments - classrooms, community events, fundraising, and national collaborations - without losing clarity or consistency.
The existing brand language lacked cohesion and scalability. Materials were often produced in isolation, making it difficult to present a unified identity across programs while still honoring the voices and energy of the community it serves.
PERSPECTIVE
The brand system was approached as a tool for participation, not polish. Rather than impose a rigid identity, the goal was to create a framework that could absorb variation - youth-made artwork, volunteer-led events, and partner activations - while maintaining a recognizable core.
The resulting system prioritizes accessibility, warmth, and adaptability. It is designed to be used by staff, collaborators, and community members alike, allowing GOODProjects to communicate consistently while remaining visibly rooted in the people it represents.
SYSTEMVISUALS
IMPACT
Over a SIX year period, the refreshed brand system supported sustained growth in visibility and engagement across GOODProjects' programs and initiatives. Through consistent application across digital campaigns, event materials, and partner-facing communications, the organization generated more than 2 million impressions extending its reach beyond immediate community touchpoints.
More importantly, the system enable continuity. Programs, events, and collaborations - often led by different teams or contributors - could be communicated under a shared visual language, reinforcing recognition and trust over time. The result was a brand presence capable of scaling with the organization while remaining grounded in its mission and audience.
+2M
SIX
YEARS
IMPRESSIONS
The GOODProjects brand system established a cohesive visual language capable of supporting the organization's evolving programs, partnerships, and community presence. By prioritizing flexibility and accessibility, the system allowed a wide range of materials - from youth-centered programming to institutional collaborations - to live under a shared identity without flattening the voices behind them.
More than a refresh, the work functioned as an infrastructure. It gave GOODProjects a repeatable way to communicate, grow, and collaborate, reducing friction for internal teams, while strengthening recognition externally. The system continues to adapt as the organization expands, demonstrating that consistency and community expression can coexist when design is treated as a living framework rather than a fixed set of assets.
★★★★★