Brand and template design for grassroots organization


A brand identity for a growing community organizing, advocacy, and direct services organization


With the organizations existing skyline logo as a springboard, design a visual brand representing the work of the grassroots community organization.


Brand identity designer


Joelle Riffle



Brand guidelines (not including logo) featuring brand typography, color scheme, and supporting graphics, poster template, social media template, one-pager template


Voices of Community Activists and Leaders (VOCAL-NY) is a statewide grassroots membership organization that builds power among low-income people directly impacted by HIV/AIDS, the drug war, mass incarceration, and homelessness. Since beginning our collaboration, sister organizations VOCAL Kentucky and the VOCAL Action Fund have since launched.

Social media templates designed for Canva create starting points for a range of needs, allowing communications staff across the organizations and chapters to quickly get out news and announcements.

VOCAL-NY tended to black and white graphics, accented with a bright cerulean blue. In the revised brand, we deepened the blue for more flexibility with its use and incorporated a rich navy blue and off white to soften the stark contrast.

VOCAL-NY’s existing logo font was already Barlow Condensed so, we codified it’s use in the brand guidelines. It makes for legible titles in reports and documents and bold and assertive headlines for posters.