SYSTEMOVERVIEW

The GOODProjects brand system was designed to operate across a wide range of contexts - youth programs, community events, partner collaborations, and fundraising - while remaining recognizable and easy to deploy. Rather than relying on rigid rules, the system is built around a set of flexible components that can be recombined by staff, collaborators, and community members.

Consistency is achieved through repetition of core elements, not uniformity of execution.

+500K

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YEARS

IMPRESSIONS

LOGOSYSTEM

The GOODProjects logo system includes a primary wordmark supported by secondary marks and lockups designed for varied applications. These marks wwere developed to remain legible and recognizable across print, digital, and evironmental uses.

The sytem allows for scale, cropping, and placement flexibility, making it suitable for everything from flyers and signage to graphics and partner materials.

+500K

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IMPRESSIONS

TYPOGRAPHY

Typorgraphy plays a functional role in the GOODProjects system, prioritizing clarity and accessibility across audiences. The selected typefaces balance warmth and legibility, supporting both informational content and expressive headlines.

Hierarchy is established through weight, scale, and spacing rather than excessive variation, allowing materials to be produced quickly without sacrificing consistency.

+500K

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IMPRESSIONS

COLORPALETTE

The color palette was developed to feel grounded and inviting while remaining flexible enough for varied programming. Core colors provide consistency across materials, while supporting tones allow individual initiatives to establish their own presence within the broader system.

Color usage emphasizes contrast and readability, particularly in youth-facing materials.

+500K

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IMPRESSIONS

MODULARCOMPOSITION

Layouts are built using modular structures that can expand or contract depending on content needs. This approach allows flyers, program materials, and digital assets to share a common rhythm even when created by different hands.

The sytem favors clear margins, strong typographic alignment, and intentional negative space, helping materials remain legible in busy community environments.

+500K

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YEARS

IMPRESSIONS

EVERYDAYUSE

Flyers and program materials represent the most frequent touchpoints for the GOODProjects brand. The system was tested and refined through repeated use, ensuring it could support rapid production while maintaining visual coherence.

Select examples below demonstrate how the system adapts across different events, audiences, and formats without losing its core identity.

+500K

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YEARS

IMPRESSIONS

COMMUNITYACTIVATIONS

Beyond printed and digital assets, the brand system extends into physical spaces - events, workshops, and activations where the organization engages directly with the community. Photography and environmental applications highlight how the system operates in real-world conditions, alongside people, rather than apart from them.

These moments reinforce the brand as something lived and shared, not just seen.

+500K

FOUR

YEARS

IMPRESSIONS

The extended brand system reflects how GOODProjects operates day-to-day: collaborative, adaptable, and rooted in community. By prioritizing usability over perfection, the system supports long-term growth while remaining open to change as new voices and programs shape the organization's future.

★★★★★

CONTEXT

We're on a mission to change the way the housing market works. Rather than offering one service or another, we want to combine as many and make our clients' lives easy and carefree. Our goal is to match our clients with the perfect properties that fit their tastes, needs, and budgets.

PERSPECTIVE

We want to live in a world where people can buy homes that match their needs rather than having to find a compromise and settle on the second-best option. That's why we take a lot of time and care in getting to know our clients from the moment they reach out to us and ask for our help.

SYSTEMVISUALS