CASE STUDY
Master-Pieced
A nonprofit guiding BIPOC and underserved communities in the United States, rebuilt from a logo that could not scale into an identity that holds from a business card to a banner.
Lionel Lowery
Creative direction, logo rebuild, illustration, brand guidelines, print and social design
Master-Pieced guides BIPOC and underserved communities to success in the United States. From education and career mentorship to housing, healthcare, and cultural support, their programs help people integrate and contribute their skills, talents, and perspective to the communities around them.
Not having a cohesive identity meant that donors, community members, and potential partners were all encountering a different variation of the same organization. The first decision was to rebuild before adding anything new. The existing logo was not built to scale, but the founder had a connection to it and wanted to pay homage to what she built while looking forward with refined elements and an updated tagline.
The logo needed the technical structure to work across mediums, whether that is a banner or a business card. Rebuilding it vector first meant every variation that followed would be reliable at any size, on any surface. From there the work expanded into a full identity suite, combination logo, wordmark and brand mark, brand illustrations, and brand guidelines. To finish it I created print-ready files designed in Illustrator, using the new iconography and illustrations, and uploaded them to Canva so the team could modify them depending on the message. Letterheads and social media templates followed. A complete set of assets and templates the team could hand to a print vendor or use as the foundation for a social post.
DELIVERABLES
See it in action.
BRAND SYSTEM
IN THE SPACE
BRAND ICONS
SAMPLE POSTs
DIGITAL
Master-Pieced guides BIPOC and underserved communities to success in the United States. From education and career mentorship to housing, healthcare, and cultural support, their programs help people integrate and contribute their skills, talents, and perspective to the communities around them.
Not having a cohesive identity meant that donors, community members, and potential partners were all encountering a different variation of the same organization. The first decision was to rebuild before adding anything new. The existing logo wasn't built to be able to scale, but the founder had a connection to it and wanted to pay homage to what she build, while looking forward with refined elements and an updated tagline.
The logo needed the technical structure that would work across mediums whether it is a banner or business card. Rebuilding it as a vector first meant every variation that followed would be reliable at any size, on any surface. From there, the work expanded into a full identity suite (combination logo, word mark, and brand mark, brand illustrations) and brand guidelines. To finish it off I created print ready files that I designed in Illustrator, using the new icongraphy and illustrations, and uploaded in Canva for easy modification depending on them message. Finally letterheads and social media templates were created. Complete set of assets and templates the team could hand to a print vendor or use as the foundation for a social post.
Slide to Reveal:
Original Logo (Left), Updated Logo (Right)
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