Brand and template design for grassroots organization

VOCAL-NY

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

Brief

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

  • Role

    Brand identity designer
  • Studio

    Joelle Riffle
  • Collaborators

  • Deliverables

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

    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.

Background
Since 2021, I’ve collaborated with the Leventhal Map & Education Center on all of their exhibitions, designing graphics that fit seamlessly into their curatorial process. Over time I’ve developed a strong understanding of their space, constraints, and audience. For Processing Place, I was responsible for the exhibition’s graphic identity—defining the look and feel, typography, color, patterns, and wall treatments.

Challenge
The exhibition presented a large collection of objects of varying sizes and formats, all of which needed to feel integrated within a single system. The curators wanted the show divided into clear sections, with recurring touchpoints that guided visitors between pre-digital and digital mapping practices.

The graphics had to work for visitors who read closely as well as those who skim. Housed in the historic, high-traffic Boston Public Library, the LMEC gallery requires every exhibition to be temporary and flexible. I turned those parameters into a system of adhesive grids and dimensional panels that delivers impact for visitors without sacrificing an immersive experience design.

Approach
I built the system around a grid, referencing both geospatial mapping and the pixel. That foundation connected directly to objects like the digitizing puck, once used to trace maps into GIS software. I filled squares with color to create headers, shadows, and emphasis, turning the grid into a flexible structure. For typography, I used a pixel-script font for titles and a monospaced computer face for object details, tying the graphics to the language of early computing.

I designed a highlighted annotation system to connect framed maps with their labels, making relationships clear at a glance. Adhesive wall labels with a grid background formed the base layer, while PVC-mounted reproductions added hierarchy and depth. To support different reading styles, I used solid-filled headers to mark each section, giving visitors a clear entry point whether they skimmed or read closely.

Outcome
The design broke down complex content into distinct, scannable sections while keeping a consistent thread through recurring graphic elements. Visitors could navigate at multiple levels, from quick overviews to detailed exploration. The curators confirmed the design matched their vision, and LMEC rehired me immediately for their next exhibition, Terrains of Independence—our sixth collaboration.

Reflection
The project achieved its core aim: turning dense content into graphics that felt approachable, structured, and engaging. The system proved effective within LMEC’s ongoing program, requiring no significant adjustments for future projects.

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.

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Branding
 projects

Joelle Riffle