Children Now, Brand Refresh
As the leading nonprofit shaping children’s policy in California, Children Now needed a brand identity that matched the scale and impact of its work. I led a refresh that modernized the visual system, clarified the brand story, and established scalable guidelines to ensure consistency across all channels and platforms.
Strategy and workshops
Facilitated cross-functional workshops to define the brand’s personality and align leadership on direction. Consolidated key language from internal documents into a clear brand strategy that distilled the organization’s story and messaging.
Logo refresh
I preserved the logo’s core icon while correcting proportions, refining lines, introducing Inter for a modern, friendlier feel, and adding clearspace rules for consistency.
Core shapes
The icon’s overlapping circles represent the intersectionality of children’s issues and coming together to build political power for kids. I extended its basic geometry into visual abstractions of values like 'equity,' 'maximizing potential,' and 'harnessing collective power.'
Color system
I refined the original orange for greater boldness, built out scalable tints and neutrals, and added gradients for when visuals need that extra oomph. The palette pairs to be AA-accessible and designed to add depth across communications and duotone imagery.
Typography
Built a type scale for both editorial and digital use, ensuring consistency from long-form reports to quick-turn social posts.
Next steps
This refresh clarified the brand’s story and reimagined its identity, giving the organization alignment and practical tools to move forward with confidence.
Today, I’m guiding adoption across teams and laying the groundwork for larger initiatives including a website redesign, design system, and site migration.
