NYC Peace Corps Association
2021
Designing a Visual Resource That Strengthened Community Engagement and Member Education
Overview
Problem area
Communicating Complex Information
NYC PCA lacked a unified visual system. Materials varied in colors, typography, and logo usage, reducing brand recognition and professional appeal.
The content included educational materials, organizational information, resources, and community-focused messaging. Without a clear structure, important information risked being overlooked.
Opportunity 2: Differentiate the Organization
Stand out among similar nonprofits and better communicate the mission.
Problem area
Maintaining Engagement Across Long-Form Content
Educational documents often become text-heavy and difficult to navigate.
The organization needed a format that encouraged readers to continue exploring rather than disengaging.
Opportunity 2: Differentiate the Organization
Stand out among similar nonprofits and better communicate the mission.
Design goals
What I aimed to achieve
Increase Engagement
Use visual storytelling to guide readers through content.
Build Visual Consistency
Establish a reusable design system for future materials.
Strengthen Organizational Identity
Create an experience that reflects the mission and spirit of the Peace Corps community.
Design decision 01
Build an Information Architecture Before Designing Pages
Before exploring visual concepts, the content was reorganized into a clear information framework.
Approach
Group related content - Define section priorities - Establish reading flow - Create predictable navigation
Result
A more intuitive structure that reduced cognitive load and improved content discovery.
Brand
NYC PCA is community-focused, approachable, and mission-driven, reflecting its support for returned Peace Corps volunteers.
Design decision 02
Develop a Custom Icon System
To support comprehension and reinforce the organization's personality, I created a library of custom visual assets.
Deliverables
30+ custom icons and illustrations
Representing:
Community
Volunteerism
Education
Global connection
Professional development
Result
A consistent visual language that made content easier to scan and more memorable.
Design decision 03
Create an Editorial Design System
Created a comprehensive brand style guide with examples for print, digital, and merchandise, ensuring correct usage and consistency across all touchpoints.
Long-form content required a strong editorial framework.
System Components
Typography hierarchy
Section dividers
Callout modules
Visual anchors
Grid structure
Result
Improved readability and a more engaging reading experience.
Design decision 04
Use Storytelling Through Visual Design
Rather than relying solely on text, visual elements were integrated throughout the guide to create rhythm and maintain engagement.
Included
Illustrations
Infographics
Visual summaries
Icon-supported content
Result
A resource that felt approachable and enjoyable to explore.
Solution
Strengthening Nonprofit Communication Through Design
IThe final deliverable was a comprehensive educational resource supported by a scalable visual system.
Deliverables
26-page guide
30+ custom illustrations and icons
Editorial design framework
Information hierarchy system
Print and digital-ready assets
The project transformed complex content into an accessible and visually engaging experience while strengthening the organization's overall communications.
Outcome
The final resource provided NYC PCA with a more effective way to communicate with its community.
Results
220K+ Community Reach
26-Page Educational Resource
30+ Custom Visual Assets
Consistent Communication Framework
Scalable Design System
Impact
Positive Stakeholder Feedback
Leadership reported the visual identity accurately reflected the organization’s mission and values.
Retrospective
Key Takeaways: Strengthening Nonprofit Communication Through Design
This project reinforced the importance of designing systems rather than individual pages.
The most valuable outcome wasn't the guide itself.
It was the reusable visual framework that could support future educational resources, community initiatives, and organizational communications.
If I Revisited This Project Today
I would expand the system into a digital member experience that includes:
Interactive resource hubs
Searchable content
Event discovery
Volunteer opportunities
Member onboarding journeys
This would create a unified experience across both print and digital touchpoints.
Impact
Positive Stakeholder Feedback
Leadership reported the visual identity accurately reflected the organization’s mission and values.
Retrospective
Strengthening Nonprofit Communication Through Design
I created a full visual identity system and style guide, including logo, color palette, typography, iconography, and imagery guidelines. This system ensures consistent and professional application across all channels, from business cards and social media graphics to merchandise and digital communications.
Impact
Positive Stakeholder Feedback
Leadership reported the visual identity accurately reflected the organization’s mission and values.
