YWCA greater los angeles
Branding
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Visual Design
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Photography
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Photo Editing
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Videography
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Video Editing
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Copywriting
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Copyediting
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Interviewing & Schedule Coordination
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Project Management
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Branding • Visual Design • Photography • Photo Editing • Videography • Video Editing • Copywriting • Copyediting • Interviewing & Schedule Coordination • Project Management •
Skills Utilized
Eliminating racism.
empowering women.
bringing visual cohesion to a timeless movement.
The truth of the matter is, even an organization with the noblest mission can be held back when the visual elements of their brand suffer from a lack of consistency. And so, as YWCA of Greater Los Angeles (GLA) transitioned to a new CEO, I was brought on to help refresh their brand.
An essential part of that refresh was taking a deep dive into the national YWCA brand guidelines, treating it as sacred scripture, and ensuring all materials from the Greater Los Angeles chapter aligned with it.
“The national YWCA's color palette = our color palette. The national YWCA's typography = our typography. The national YWCA's overall visual style = our visual style.” This mentality was front and center as I redesigned YWCA GLA's printed and digital materials:
Brochures, flyers, cards, and social graphics designed in alignment with YWCA’s national brand guidelines.
In addition, the national YWCA brand stayed at the top of mind as I created videos for the Greater Los Angeles chapter. Along with scheduling, conducting, directing, filming, and editing video interviews with board & staff, I also applied a simple, punchy style of motion graphics throughout:
And finally, along with newly designed visuals, I also gave YWCA GLA's newsletter and giving campaign a new name — This Is Y.
The double meaning was perfect. Given that YWCA is often simply referred to as "The Y," saying "This Is Y" is a straightforward and powerful way to highlight the organization's impact on the local community. And also, saying "This is why" reminded our audiences of who we do all this work for:
For the children who receive care from YWCA's Childhood Development Centers. For the women and men who find survival via by YWCA's Sexual Assault Crisis Services team. For the seniors and youth who renew their sense of purpose through YWCA's Senior and Youth Empowerment Programs.
This is Y, and this is why our work matters.
The overall result was a consistent visual output across YWCA GLA's brand, which provided a solid foundation for future designers and videographers to build upon.
An organization dedicated to eliminating racism and empowering women deserved nothing less.
Stock photos & design patterns in YWCA GLA's printed materials provided by Pexels, Pixabay, and Freepik.