Bold Branding for a Growing Community: Visual Identity and Collateral Designed to Empower and Connect
Branding | Logo Design | Visual Identity | Color Strategy | Volunteer | Nonprofit
Branding & Identity Systems | 2017-2019
OVERVIEW
PDX Women In Technology — Brand Refresh
Portland Women in Tech (PDXWIT) is a nonprofit organization dedicated to building a community that empowers, supports, and celebrates women and underrepresented groups in technology. I first connected with the team during a rebranding effort that followed their transition to official nonprofit status in Oregon. The board wanted a visual identity that reflected this milestone while better representing the energy, diversity, and momentum of the community they had built.
I led the creative development of the new brand identity, from early concept exploration through final logo design and brand guidelines. The goal was to create a system that could grow alongside the organization and adapt across print, digital, and event applications. The identity needed to feel confident yet approachable, professional yet vibrant, and authentic to the people who make up the PDXWIT community.
At its core, the PDXWIT brand represents connection and inclusion. This project became more than a logo refresh. It was an opportunity to translate the organization’s values into a cohesive visual language that communicates strength, optimism, and belonging, while remaining grounded in place and flexible enough to support future growth.
ROLE
LEAD VOLUNTEER BRAND DESIGNER
TIMELINE
2017-2019
TOOLS
ADOBE PHOTOSHOP, ADOBE ILLUSTRATOR
PDXWIT LEADERSHIP, PDXWIT BOARD
TEAM
DELIVERABLES
LOGO SYSTEM, COLOR PALETTE, TYPOGRAPHY, BRAND GUIDELINES
CREATIVE DIRECTION
PDXWIT needed a brand to reflect the energy and diversity of its community
As PDXWIT continued to grow, its existing visual identity no longer reflected the vibrancy or inclusivity that defined the community. Leadership recognized the need for a modern, cohesive brand that could represent the organization’s mission while supporting its expanding reach. I saw this as an opportunity to help shape not just how PDXWIT looked, but how it felt to be part of the community.
My creative goal was to design an identity that felt confident and credible while remaining warm and approachable. The brand needed to resonate with a wide range of people, from long-time members to first-time attendees, without losing its sense of humanity or purpose.
THE BRIEF
“What kind of visual identity could capture the inclusivity and energy of this community?”
If the brand reflected the diversity, strength, and creativity of the PDXWIT community, it could build stronger recognition and foster deeper connections among members, partners, and sponsors. This belief guided every design decision, from concept exploration to final execution.
I approached the work with a human-centered mindset, balancing clarity with warmth and professionalism with personality. The creative direction focused on building an identity that felt empowering, optimistic, and rooted in community.
Design approach
To ground the creative direction, I began with a focused discovery phase that combined internal conversations with external visual research. The goal was to understand what made PDXWIT unique and how the brand could visually express those values in a clear and flexible way.
Key considerations
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I spent time learning about PDXWIT’s programs, events, and community culture. Conversations with leadership and volunteers helped clarify how the organization wanted to be perceived and what the brand needed to support.
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I reviewed existing brand materials and examined how similar community-focused nonprofits approached identity design. This helped identify opportunities for PDXWIT to stand apart while avoiding overly corporate or overly casual visual cues.
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From this work, several priorities became clear. The identity needed to be accessible, adaptable across print and digital applications, and flexible enough to grow with the organization. These principles shaped the brand exploration that followed.
This creative direction informed how the work began to take form.
PRODUCTION + DESIGN
Crafting a brand through iteration and collaboration
The goal of the rebrand was to create a visual identity that captured the heart of PDXWIT: empowerment, connection, and inclusivity. From the beginning, I wanted the brand to feel confident and approachable, balancing the professionalism of a nonprofit organization with the warmth of a supportive community.
CREATIVE DIRECTION | INITIAL SKETCHES & IDEAS
After a couple initial sketches to get my ideas down, I began by exploring typography, color, and form systems that could reflect the diversity and energy of the PDXWIT network. The logo evolved through multiple iterations, each testing how ideas of unity, progress, and connection could be expressed clearly and consistently. I focused on building a mark that would remain strong across digital and print applications while feeling grounded and human.
PRODUCTION + DESIGN | ROUND 1 LOGO IDEAS - BOXES
PRODUCTION + DESIGN | ROUND 1 LOGO IDEAS - WINE/COFFEE STAIN
PRODUCTION + DESIGN | ROUND 1 LOGO IDEAS - MOUNTAIN
Once a clear logo direction emerged, I refined the broader visual system. This included defining color palettes, establishing type hierarchies, and developing supporting graphic elements that could extend naturally into event materials and social graphics. Flexibility and accessibility were key considerations, ensuring the identity could grow alongside the organization without losing cohesion.
PRODUCTION + DESIGN | ROUND 2 - LOGO IDEAS - MOUNTAIN
Defining the visual language
Every design decision supported the goal of creating an inclusive and welcoming identity. The final system celebrates individuality within unity, reinforcing PDXWIT’s mission and values.
VIBRANT COLOR SYSTEM
A palette inspired by diversity and optimism, designed to feel modern, confident, and inclusive.BOLD, APPROACHABLE TYPOGRAPHY
Typefaces selected for clarity and friendliness, balancing professionalism with warmth and readability.LOGO AS CONNECTION, CELEBRATING THE REGION
A mark that symbolizes strength through unity and forward movement.SCALABLE VISUAL SYSTEM
Clear guidelines built to adapt across social media, event collateral, and future digital applications.
Throughout this phase, I collaborated closely with the leadership team and board members to review concepts and gather feedback. Each round of discussion brought new perspectives that helped refine the work and strengthen alignment around the final direction.
PRODUCTION + DESIGN | FINAL ROUND WITH CREATIVE DIRECTOR - LOGO IDEAS - MOUNTAIN
PRODUCTION + DESIGN | FINAL ROUND WITH CREATIVE DIRECTOR - SECONDARY LOGO IDEAS - MOUNTAIN
Early explorations ranged from bold and geometric to softer and more organic. Through collaborative review, the team gravitated toward a balance of warmth and professionalism. Feedback guided refinements to the logo form, typography, and color palette, with particular attention to contrast, legibility, and accessibility. By the final review, the identity received full support from leadership and the board, reflecting a shared sense of pride in how the brand represented PDXWIT’s values and future.
As initial forms began to take shape, we entered a phase of refinement and review.
ITERATION
Refining the direction through collaboration and selection
Once the core concept was established, I prepared a small set of refined logo directions to share with the board and leadership team. Each option was presented as a card, allowing the group to review the designs side by side and focus on how each direction felt, rather than getting lost in minor details.
This approach helped keep the conversation centered on values and impact. The board discussed which version best reflected the organization’s mission, sense of community, and future growth. Their feedback was thoughtful and decisive, and a clear favorite emerged through the discussion.
After the direction was selected, I refined the chosen mark based on the feedback shared during the review. Subtle adjustments to balance, spacing, and clarity helped strengthen the final logo while preserving the qualities that initially resonated with the team. This collaborative process ensured the identity felt owned and supported by the people it was designed to represent.
Below are the board review cards that were considered in the final selection.
After the direction was selected, I refined the chosen mark based on the feedback shared during the review. Subtle adjustments to balance, spacing, and clarity helped strengthen the final logo while preserving the qualities that initially resonated with the team. This collaborative process ensured the identity felt owned and supported by the people it was designed to represent.
FINAL DESIGN OVERVIEW
Bringing the new brand to life
Once the logo and visual identity were finalized, I prepared the full set of brand assets for launch. This included logo variations, color and typography specifications, and clear usage guidelines to keep the system cohesive. I also developed templates and resources that made it easier for the PDXWIT team to apply the brand consistently in their day-to-day work.
As the rollout began, I worked closely with the leadership team to support the transition. During rollout, some refinements helped strengthen the brand across applications. All of which helped strengthen how the brand performed across print, events, and digital communications.
FINAL DESIGN | MAIN LOGO
FINAL DESIGN | SECONDARY LOGO
Seeing the new identity come to life across PDXWIT’s events and communications was deeply meaningful. It represented more than a visual solution. It reflected the spirit of a community built on empowerment, support, and connection. Watching people embrace the brand and make it their own was one of the most rewarding parts of the process.
This project reinforced why I love brand design. When done well, it builds trust and helps people see themselves as part of something bigger. I’m proud to have contributed to a visual foundation that can continue to evolve and support PDXWIT’s mission moving forward.
FINAL DESIGN | COLOR + TYPOGRAPHY
Creating a visual language that feels authentic and inclusive
Building a cohesive identity for PDXWIT meant choosing colors and typefaces that reflected both professionalism and warmth. The color palette centered on deep purples paired with bright accent tones, inspired by the organization’s commitment to diversity and empowerment. These choices helped the brand stand apart from typical tech-focused aesthetics while remaining grounded and confident.
Typography followed the same mindset. I paired a modern sans-serif for headlines with a clean, highly legible body type that performed well across both print and digital applications. This combination supported everything from long-form communication to quick social updates while maintaining clarity and consistency.
FINAL DESIGN | COLOR + TYPOGRAPHY
Together, these decisions established a strong foundation for accessibility, inclusivity, and energy. The system balanced bold visual expression with a clear sense of belonging, creating a tone that felt welcoming without losing credibility.
The result was a color and typography system that felt vibrant and alive, one the team and community could confidently stand behind and build upon.
FINAL DESIGN | COLOR AND TYPOGRAPHY | TYPEFACE SELECTION
FINAL DESIGN | COLOR AND TYPOGRAPHY | TYPEFACE SELECTION
FINAL DESIGN | COLOR AND TYPOGRAPHY | TYPEFACE SELECTION
FINAL DESIGN | BUILDING THE BRAND GUIDELINES
Establishing structure for a growing organization
Once the visual direction was finalized, I created a comprehensive brand guidelines document to help the team apply the identity consistently. The guide outlined logo usage, color ratios, typography rules, and guidance around imagery and tone. It served as both a teaching tool and a quality benchmark for anyone creating materials for PDXWIT.
I defined clear visual patterns that connected every piece through color, typography, and hierarchy. This structure made it easier for volunteers and internal team members to create new assets without starting from scratch, while still maintaining consistency across touchpoints.
FINAL DESIGN | BUILDING THE BRAND GUIDELINES | COVER
Testing the system across multiple formats helped refine alignment, spacing, and accessibility. Small adjustments to font sizing and color contrast improved both usability and legibility, especially in event and digital contexts.
These refinements made the brand more adaptable and sustainable. The guidelines helped PDXWIT present a unified voice across events and communications while saving time and reducing design fatigue for the team.
FINAL DESIGN | BUILDING THE BRAND GUIDELINES | LOGO RULES
FINAL DESIGN | BUILDING THE BRAND GUIDELINES | COLOR
With a strong system in place, it became possible to explore variations that still adhered to these brand principles.
FINAL DESIGN | VARIATION & COLLABORATION
Extending the brand while preserving its integrity
Once the core identity and brand guidelines were established, the PDXWIT logo system was thoughtfully extended to support specific events and moments within the community. These variations were created to celebrate participation, inclusion, and shared values while maintaining the visual consistency of the core brand.
Some adaptations required new logo variants, such as a welcome mark for first-time attendees and a Pride version honoring the LGBTQIA+ community. These designs were intentionally developed within the existing system, preserving color relationships, typography, and overall balance so they felt like natural extensions rather than departures from the brand.
FINAL DESIGN | PRIDE MAIN LOGO
FINAL DESIGN | PRIDE SECONDARY LOGO
Not every initiative required altering the logo itself. In many cases, themed event graphics and campaign visuals were created without modifying the core mark. Instead, the same design principles guided these materials, including hierarchy, color use, tone, and accessibility. This approach ensured flexibility while protecting the recognizability and strength of the primary identity.
FINAL DESIGN | NEWBIE LOGO
FINAL DESIGN | VANCOUVER LOGO
FINAL DESIGN | PDXWIT PODCAST LOGO
The brand was also occasionally displayed alongside corporate sponsors and like-minded nonprofit organizations. In these cases, the focus remained on clear hierarchy and respectful visual balance, allowing multiple identities to coexist without competing. The goal was always to support collaboration without compromising the clarity or integrity of the PDXWIT brand.
OUTCOME
The new brand gave PDXWIT a confident and cohesive identity that reflected its mission and community
The final brand system brought clarity and unity to every touchpoint, from event signage to social graphics. Leadership and board members responded positively to how the new identity balanced professionalism with approachability. For me, seeing the brand come to life across so many applications was deeply rewarding. It became more than a visual refresh. It provided PDXWIT with a strong foundation to grow, connect, and continue empowering women and underrepresented groups in technology.
Being part of the PDXWIT community has been a meaningful experience that extends beyond this initial engagement. After a hiatus, I recently reconnected with the organization’s new founder to explore continuing and evolving the brand work. That ongoing relationship speaks to the trust built through this project and the flexibility of the system to support future growth.
FUN FACTS
Oh what fun!
During the logo development process, I suggested creating a dedicated Slack channel to support real time communication and quick design feedback. The idea was embraced by the broader PDXWIT team and quickly became a widely used resource. It supported job seekers, community members, and partner organizations by helping keep the community connected.
In addition to serving as PDXWIT’s Design Lead, I also volunteered on the Event Photography team. Photographing events has given me another way to stay involved, meet new people, and support the organization’s mission from a different perspective.
REFLECTION
Building a brand that reflected a community’s identity was both exciting and humbling
Every stage of this project reinforced that strong design grows from listening, collaboration, and care. I was not just creating a logo. I was helping shape how an organization expressed its values and represented its people. The process deepened my understanding of how branding can create connection when it is rooted in purpose.
Key Takeaways:
LISTEN FIRST, DESIGN SECOND
This project reinforced how essential collaboration is to successful branding. Working closely with leadership and the board helped ensure the identity reflected real goals and real people. Balancing flexibility with consistency pushed me to think more critically about hierarchy, accessibility, and how design choices shape perception.SIMPLICITY BUILDS CONFIDENCE
Early logo explorations were more complex, but refining the mark to its most essential elements made the identity stronger and more adaptable. Simplicity created clarity and allowed the brand to feel confident across many applications.CONSISTENCY CREATES TRUST
Defining clear rules for color, typography, and tone through the brand guidelines gave the organization a shared framework. That consistency helped PDXWIT present itself clearly and cohesively across every touchpoint.
This project reaffirmed why I love brand design. When it reflects the people behind it, design becomes a tool for trust and connection. Seeing PDXWIT use the identity to amplify its voice and strengthen its community has been one of the most rewarding experiences of my career.