Grounded
Good Measure – Design Team Lead
Branding/Design/Art Direction/Team Leadership
Brand Toolkit and Visual Identity, 2019
Grounded via Good Measure
Team: The collaboration of 50+ volunteer creatives divided into separate teams: strategy/copy, video/photo, brand design, and web each with 1-2 team leads.
On the Brand Design team I had the pleasure to collaborate with team lead, Rodrigo Calderon, and around 13 other designers.
Good Measure is a collaborative effort between creative professionals across different disciplines with the purpose to help a non-profit like Grounded establish a brand identity, website, pitch deck and more over the course of a 72 hour creative sprint.
Our brand team worked fiercely to create a visual identity that included logo type, logo mark, typography, iconography, color palette, brand applications and more to equip an incredible non profit organization with the tools to make a difference.
As a brand team lead with Rodrigo, I facilitated the team through group ideation to build concepts, managed deliverables to meet deadlines, and directed art and design to have a strong and cohesive final product as one collaborative team.
Introducing Grounded – a nonprofit collective of artists, musicians, dancers, and filmmakers rooted in the Memphis community. Through creativity and mindfulness they seek to activate their communities to advance non-violence education as a tool for change, growth, and transformation. Grounded aims to address harm caused by adverse childhood experiences and helps those who suffer find a way to heal.
Our Grounded logo features a bold and angular dissected uppercase “G,” with a prominent arrow that exemplifies the idea that though we are grounded, we are always moving up, never down. We paired the symbol with a sturdy sans serif wordmark that feels firmly planted and exudes its own confidence.
We were inspired by the the stories we collected about the Memphis experience. The color palette is a vibrant nod to Memphis from the neon lights on Beale Street to sunsets over the Mississippi River. Free-flowing aerosol accents add rhythm and texture reflective of our artists’ movements during dance, and the grit and complexity of their compositions. But some of the strongest brand elements come from the powerful imagery in Grounded's film, "Me and the Light" by Alan Spearman and Mark Adams. Alan and Mark, Co-founders of Grounded are EMMY® award-winning filmmakers.
