Good Measure is a pop-up creative agency that hosts 72-hour sprints, bringing together volunteer creatives to help nonprofits build brand identities and core marketing tools. As Brand Team Lead, I co-led a small team of designers in developing a complete visual identity for Grounded, including the logo system, typography, iconography, color palette, and brand applications.

Grounded is a Memphis-based nonprofit collective of artists, musicians, dancers, and filmmakers using creativity and mindfulness to advance non-violence education and support healing from adverse childhood experiences.

The identity draws inspiration from the Memphis experience—its energy, artistry, and resilience. A vibrant color palette references Beale Street’s neon lights and Mississippi River sunsets, while free-flowing aerosol accents echo movement, rhythm, and creative expression. Key visual elements were further informed by imagery from Me and the Light, a film by Grounded co-founders and EMMY® Award–winning filmmakers Alan Spearman and Mark Adams.