NYC Peace Corps Association
2021
Brand & Visual Identity for a Global Volunteer Community
Problem area
Bringing Unity to an Inconsistent Visual Identity
NYC PCA lacked a unified visual system. Materials varied in colors, typography, and logo usage, reducing brand recognition and professional appeal.
Opportunity 2: Differentiate the Organization
Stand out among similar nonprofits and better communicate the mission.
Design goals
What I aimed to achieve
Build trust
Design a clear, reliable dashboard that keeps business owners in control.
Drive adoption
Add a test space so business owners explore freely, see wins, and stay engaged.
Design decision 01
Brand Strategy
Defined NYC PCA’s visual identity to align with its mission, values, and target audience, emphasizing community, volunteerism, and professionalism.
Brand
NYC PCA is community-focused, approachable, and mission-driven, reflecting its support for returned Peace Corps volunteers.
Design decision 02
Visual Identity System
Developed a cohesive system including logo, colors, typography, and custom icons to guide future design work.
Design decision 03
Applications & Guidelines
Created a comprehensive brand style guide with examples for print, digital, and merchandise, ensuring correct usage and consistency across all touchpoints.
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.
