Visual Identity + Naming
Client — Black Women's Resilience Project / Jewish Family Services
Destigmatizing income assistance and community-based aid for San Diego's marginalized individuals
Black Women's Resilience Project (BWRP) is an upcoming program that supports low-income Black women in San Diego, primarily through guaranteed income and other community-based resources. In the hopes of fostering economic mobility and generational wealth, BWRP aims to redefine the existing models currently used to aid underserved and marginalized communities in San Diego, starting with one of the most vulnerable populations.
In addition to developing BWRP’s visual identity, I was also asked to propose potential name options for the project, as the original name “Black Women’s Resilience Project” was perceived to be too long and better fitting for a tagline.
Name and Logo Development
When brainstorming new names for BWRP, I was drawn towards short and punchy words that implied upward movement and stability, representing the organization's goals. For these reasons, Thrive, Surge, and BEAMS were my top three contenders. Ultimately, Thrive became my final choice, as the word itself could be seamlessly integrated into the organization’s messaging.
Logo Options
Alongside my chosen name and logo, I was also asked to provide a logo option using the project's original name/acronym. For both options, I opted to work with an upward arrow to indicate the initiative's primary goal of economic mobility.
Colors, Typography, and Pattern
I decided that having three accent colors would work best for this visual system: yellow, representing hope; red, representing strength and resilience; and green, representing prosperity and well-being. Forma DJR Display, Forma DJR Micro, and Century Gothic Pro were chosen for their simplicity, cleanliness, and readability. The brand pattern builds off of the arrowhead motif present in both logo options, ensuring that this system could be applied no matter which logo was chosen.
