Overview
In this academic project, I designed a new logo and design system that can be applied to the website and other marketing materials for the non-profit Hunger Intervention Program.
Hunger Intervention Program is a Seattle-based non-profit dedicated to food justice, because their mission to ensure food security for those in need deeply resonated with me. My focus was on creating a distinctive brand identity that makes their website more visually engaging while reflecting the organization's warm, compassionate, and community-centered values.
Original website design
My design direction
HIP’s key missions are to provide food for youth, seniors, and sheltered individuals in the community. These are the qualities I focused on:
Re-designing the Logo
I chose a softer, more rounded pear to retain the essence of the original icon design, while also integrating a heart silhouette to highlight the organization’s charitable nature.
HIP actively celebrates heritage and cultural awareness days on social media, so the icon design allows for customizable color combinations to represent these special occasions.
The grid
HIP attracts a lot of volunteers in older age groups, so I chose a traditional and balanced layout to keep information centered and easy to read on the web. For physical advertisement like postcards, the layout will be kept simple to display program information.
Choosing the typographies
I chose the sans-serif typeface Poppins for both headers and body copy. Its geometric design provides high legibility and a modern, calming look.
I paired Poppins with a legible, bold yet friendly, and non-decorative serif typeface Merriweather for headlines.
Choosing the colors
Based off of my mood board, I chose the following colors to reflect the organization's focus on kindness, peace, and nutritions.
Adding graphical flairs
Soft, wavy graphical elements in the primary and supporting colors are used to divide sections, adding a welcoming vibe while maintaining professionalism. The divider for the header also includes a black line for flair.
Finding the right imagery
Brightly lit, colorful images featuring happy people and healthy food were selected to convey a sense of what people can achieve by contributing together.
Putting it all together
Below are designs utilizing the system: The website's home page, an additional page, and a physical postcard.
