Creative Director
LINC / Literacy in Community
LINC (Literacy in Community) is a non-profit that operates across the five boroughs of NYC. Their mission is to equip children with foundational literacy skills essential for academic achievement by empowering families and mobilizing the community. They envision a world where every community uses their collective power to make literacy a value and right of all children.
After over 25 years, LINC (previously - Literacy Inc.,) decided to undergo a re-brand in order to be more community and family facing.
I worked with a team of talented thinkers, strategists and designers to shift the brand positioning and craft a new voice and framework for their brand. This included developing a new narrative framework that held and articulated the foundation of the brand and brand guidelines that supports their internal teams to stay ‘on brand.’
The research phase included doing an expansive brand audit, literature review, interviews and focus groups. I designed workshops and co-faciliatated focus groups with my account manager for a variety of stakeholders including parents, and staff from a number of LINC teams including communications, programs, development, leadership as well as board members.
I worked hands on to create a whole new visual identity and style that included their logo, typography, colors, illustration style and image treatment. After developing the foundation, I contracted Anjora Noronha, a talented senior illustrator to develop a library of illustrated characters and assets that could be mixed and matched to create a variety of visual scenarios. My internal design team built out design templates to solve for a variety of application needs, such as templates for outreach, social media, fundraising, daily operations etc.
The re-branding transition culminated in an organization wide training that my team put together and led. Our goal was to make the transition as seamless and simple while generating excitement for all LINC staff. By including stakeholders throughout into the feedback and decision making process, we had broad buy-in and the client had a positive sense of ownership with their brand. The feedback we recieved after launching was that LINC’s re-branding has had a substantial and direct impact on their outreach efforts to strengthen early childhood literacy across NYC.
This project was done while I was Creative Director at Shared Value Media.
After over 25 years, LINC (previously - Literacy Inc.,) decided to undergo a re-brand in order to be more community and family facing.
I worked with a team of talented thinkers, strategists and designers to shift the brand positioning and craft a new voice and framework for their brand. This included developing a new narrative framework that held and articulated the foundation of the brand and brand guidelines that supports their internal teams to stay ‘on brand.’
The research phase included doing an expansive brand audit, literature review, interviews and focus groups. I designed workshops and co-faciliatated focus groups with my account manager for a variety of stakeholders including parents, and staff from a number of LINC teams including communications, programs, development, leadership as well as board members.
I worked hands on to create a whole new visual identity and style that included their logo, typography, colors, illustration style and image treatment. After developing the foundation, I contracted Anjora Noronha, a talented senior illustrator to develop a library of illustrated characters and assets that could be mixed and matched to create a variety of visual scenarios. My internal design team built out design templates to solve for a variety of application needs, such as templates for outreach, social media, fundraising, daily operations etc.
The re-branding transition culminated in an organization wide training that my team put together and led. Our goal was to make the transition as seamless and simple while generating excitement for all LINC staff. By including stakeholders throughout into the feedback and decision making process, we had broad buy-in and the client had a positive sense of ownership with their brand. The feedback we recieved after launching was that LINC’s re-branding has had a substantial and direct impact on their outreach efforts to strengthen early childhood literacy across NYC.
This project was done while I was Creative Director at Shared Value Media.