Change.org’s previous typeface was mechanical, stiff, and universally agreed upon to be setting the wrong tone for our brand. In addition, it had been indiscriminately applied, creating a myriad of weak typography solutions. I thought we could solve these problems by making the switch to a new typeface. It began as a self-initiated project.
I explored how different typefaces affected the feel of our brand in various scenarios. Change.org is based on content created by users, so it was essential to find a typeface that balanced personality with neutrality. We selected a typeface that has a calm rationality and friendly character that we felt most reflected our brand personality. It’s called Calibre.
There were many executions to be considered. I collaborated closely with our team to update and improve assets across the company: pairing with a product designer to create a clear site-wide typographic hierarchy, training leadership and teams on best practices for usage, and establishing new design guidelines for reference by staff.
The retreat brought staff from all 17 global offices of Change.org together in one place for the first time. Our goal was to create a collaborative environment where teams would define our vision for the next year. My challenge was to build a unique brand identity that immersed people in their surroundings—inspiring focus, creativity, and fellowship.
I worked with event organizers to help define the central narrative for the week. Each day represented a step in our company’s journey into the future. Separate from the design work, I presented our team’s concept to stakeholders, distributed design resources to event staff, and made sure collateral was produced and delivered on time.
Upon arrival, each person received a rugged rucksack full of custom-branded camp essentials. This included a water bottle, notebook, pen, patch, trail guide, and more. For collateral that needed to be customized per use, like presentation decks and handouts, I designed templates that ensured consistency with the overall experience.
As the holidays neared, I received a last minute project request. My challenge was to create a cookbook on a super quick timeline that would be a gift to everyone in the company. Looking for inspiration, I asked coworkers about their favorite recipes to cook for family & friends. I was immediately struck by how compelling their stories were.
These stories became the hook that gave each recipe in the book its own unique personality. The design I created presents recipes alongside their stories, describing the rich history behind each. From a breakfast that Greg has made every day for 3 years, to the trials and tribulations Sierra experienced cooking thanksgiving dinner at home.
The cookbook was designed and produced in just over a week. The 40 recipes included inside hail from 10 countries, spanning all meals of the day. A custom-branded whisk and oven mitt completed the holiday gift package. We carefully kept our work under the radar, so when the final product was delivered to staff it was a complete surprise.