Groundwork Collaborative is a progressive economic think-tank whose mission is to transform the way people understand the economy. During my tenure as a senior digital manager, I managed the portfolios of their primary and partner brands including ProsperUS, EconCon, and EndCorporateProfiteering, amongst others.
Following a viral moment on the formerly less disgraced platform, Twitter, featuring one of Groundwork’s spokespeople, the organization's scope and reach grew exponentially. To align with this new chapter, I led the charge on Groundwork’s website relaunch and rebrand, crafting a fresh identity that met the moment. We launched the new brand in June 2023 and I built the new look from the ground up. Here’s a glimpse into the work that shaped the journey.
A peek into the logo design process
Flexibility was key during Groundwork’s rebrand. After exploring a variety of modern logo concepts, I took stakeholder feedback and instead leaned into the iconic brick motif as a cornerstone of the organization’s identity.
Design Expressions
Groundwork occupies a progressive economic and political space - and one with growing notoriety. I branded the materials with simplicity and intention - letting Groundwork’s effective research speak for itself.
Brand Collateral
My work with Groundwork took form in many different mediums. From setting full document and presentation templates to crafting event collateral for conferences such as Netroots, I maintained the brand’s digital content library.
