Project type: Brand identity; Logo design; Art direction; Responsive web design; Social media graphics; Print design; Merchandise design
Agency: Blue State
The Global Executive Leadership Initiative — GELI — is a new, innovative program designed exclusively for executive field-based leaders from UN agencies, NGOs, and the Red Cross and Red Crescent Movement. The objective of this project was to create a visual identity for the GELI program that is both inspiring and distinctive. GELI is a diverse and enduring community of the best leaders, humanitarians, and instructors, and the visual identity needed to represent that community’s versatility and professionalism.
After facilitating brainstorming workshops with key stakeholders from the GELI program, I lead the art direction and design of the logo and the entire visual expression of the GELI brand. Along with the conceptualization and final execution of the logo, I designed an interactive landing page for their community as well as a robust package of branded collateral to be cohesive across multiple digital and print platforms (i.e. social media graphics, digital ads, business cards, letterhead, printed reports, and a brand playbook).
Using an extra-bold typeface called Evelyth, which embodies a natural arrow in the G, this logo mark is simple and bold, but has a refined look which uses the simplicity of the type itself to create patterns and geometric shapes. There is strength and weight in the all-caps letterforms, but it also possesses warm and welcoming qualities that come from the rounded corners of each letter — qualities that the GELI program teaches and inspires within its executive field leaders.
Landing Page Loading Animation
“You have challenged and pushed us to think outside our bubble — we really like where we’ve landed with our brand… It was an absolute pleasure working with you and hope we do so again in the future.”
Social Media Graphic Templates
