In this project I was assigned the task of creating a new brand identity for a nonprofit called “Alternatives for Community and Environment.” It is a nonprofit that fights for environmental justice in lower class communities. However, the group lacked a good brand presence with a logo that didn’t make much sense and a name that was far too long.

After many prototypes I realized I didn’t have a solid direction to actually improve upon the previous branding. So I took a step back, and made the decision to rebrand them to appeal more to a younger audience so that more youths would get involved. 

My goal was to show values of courage and strength through teamwork. The new name “Community Justice Collective,” plastered onto a bold green badge, gives the idea of a group that will work together to fight hard for environmental justice.