Building A Legacy of Sisterhood.
BRAND IDENTITY | WEBFLOW DESIGN+DEVELOPMENT
OVERVIEW
LivingWell Project (NV501c3) is a women's recovery development network focused on providing social advocacy, peer leadership and recovery support services for Black Women, Co-Liberators and Allies. They host seminars around the United States and provide workshops for teens and young adults in the black community.
I partnered with LWP to create a cohesive brand identity to establish their digital presence and position them as an industry way-seer in the recovery non-profit industry. I also designed and developed a custom landing page for the non-profit using the Webflow platform for easy front-end management.
CHALLENGE
Position As Thought Leaders
The LivingWell Project board members had been canvasing the United States hosting workshops and seminars for women of color and young adults in the recovery space. They were quickly gaining attention from their state legislators in Nevada and were invited to speak on behalf of black women in recovery who have experienced a lack in recovery resources that were inclusive of their communities.
With two weeks until their presentation to the state, I facilitated intensive design sessions in which we identified their target audience, competitors, unique selling proposition, brand identity, and digital marketing assets that would be necessary to position themselves as leaders in the recovery non-profit industry.
SOLUTION
Representation and Impact
I created the LivingWell Project logo of a water drop and ripple to represent the "well" of knowledge and resources LWP is built upon and the ripple effect that occurs from the spreading of these resources.
Their color theme is made up of deep browns, reds and gold tones that represent the beautiful and diverse skin tones of women of color. It is both relatable and representative of LWP being a black-owned and operated non-profit. We used accents of gold foil on their marketing materials to elevate their visuals and express the value in their services and mission.
LWP's brand imagery depicts sisterhood, culture, vitality, elegance and the inherent beauty of women of color from all walks of life.
I chose Belleza as the primary font because of its feminine, high-end look. I wanted LWP to have a font with unique characteristics that could easily be identified as a female-oriented brand as well as stand on it's own.
The secondary font Urbanist is a modern, sans serif perfect for legibility in the non-profit's official documents. It's name relates to black culture and beautifully aligns with their brands values.
I designed and developed a landing page for LWP using the Webflow platform. LWP needed an online presence that explained, in short, what they do and who they are.
The landing page includes their values, the recovery and education programs they offer and calls-to-action to collect donations from their sponsors and community.
