We developed and refined a new logo mark that was distinguishable, bold, but maintained the roots of LEAF’s identity.

Since the content is informational, we selected a modern and legible font and a san serif style to be more approachable. Sometimes, fonts can feel too sophisticated, which can intimidate some users, especially when looking for resources. 

Referenced Spanish architecture from Latin America, such as Perú and Mexico. We were drawn to the weathered walls, because they highlight the concept of roots from home. This developed subtle texture to some site areas to give more depth.

We established brand guidelines of color palette, fonts, logo types, and additional design assets to be used for the site and future collateral.

We also produced the wireframes of the site to organize the content to be easy to find. We then applied the brand styles to the entire site.