Challenge Day

A logo refresh and style guide for Challenge Day, a Northern California non-profit specializing in youth empowerment seminars. The client requested an update on their 20-year-old logo. The aim of the refresh was to create a "nuturing" brand image for the organization—one that could cross the line from classroom events to corporate communication.

The client, a knitwear designer and fiber arts teacher, hired the studio to bring her knitting workshop into book form. The design goal was to create a friendly, tactile experience for readers intimated by the color process for Fair Isle knitting. Early designs were submitted by the client in page form with text in place. I expanded the format using typography and various editorial forms for visuals, sidebars and special gallery pages. To demonstrate best practices I wrote content for some sidebars, captions and other specialty areas.

BEFORE & AFTER Out-dated graffiti-style typography was replaced with Futura. The papercut hands motif was then reworked in a softer style. Stationary and powerpoint templates were created with the new mark and a style guide was provided to aid staff members in updating the brand.