01 . Overview
In this project, my goal is to design a comprehensive system that can be applied to the website and other marketing materials of my chosen organization. I selected the Hunger Intervention Program (https://hungerintervention.org), 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.
02. organization
Hunger Intervention Program (HIP) is a non-profit organization based in North Seattle. The organization’s key missions are to provide food for youth, seniors, and sheltered individuals in the community.
03. logo
For my design, 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.
04. Grid system
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.
05. typography
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.
06. color
I chose colors that reflect the organization's focus on kindness, peace, and nutritious food:
A yellow-green was chosen as the primary color to reflect the organization’s focus on peace and providing healthy food.
A high contrast saturated yellow was selected for key call-to-action elements.
Pale yellow and blue are used in background elements to lighten the tone and to bring a vibe of happiness and positivity.
An off-black was chosen to soften the text.
07. graphics
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.
08. 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.
