Education
Peggy Browning Fund
Brand Identity & Collateral
Peggy Browning Fund, established in 1997 in honor of Margaret A. Browning, a renowned labor attorney and former member of the National Labor Relations Board, is a nonprofit organization with a clear mission: to empower the next generation of workplace justice advocates. This is accomplished by providing law students invaluable opportunities to engage in meaningful work for economic and social justice. The organization's initiatives encompass a range of programs, including fellowships, workers' rights conferences, networking events, and workshops.
Revitalizing a Brand
In 2023, Peggy Browning Fund embarked on a brand transformation journey in collaboration with Lyquix. Our mission was to modernize their brand identity and overhaul their key collateral pieces to align with the organization's new visual identity. During the discovery process, it became evident that the existing brand felt too traditional, outdated, and did not represent the organization and its fellows effectively. Our primary goal was to create a visual identity that struck a balance between representing both the hardworking nature and vibrant energy of the organization.
Project Objectives
- Create a modern design system to appeal to the full network of stakeholders.
- Unify the perception of the organization to be clear and positive.
- Craft compelling ways of sharing success stories and outcomes data with donors.
A New Mark
The Lyquix design team initiated the project with extensive research into labor movement history, drawing inspiration from iconic labor protest posters and signage. Simultaneously, we conducted a survey of Peggy Browning Fund’s Fellows to gather their perspectives on potential improvements to the brand’s representation. Additionally, we conducted market research to gain insights into the branding strategies employed by similar organizations.
The resulting identity centers around a distinctive logo mark that captures the uplifting spirit of Peggy Browning Fund while remaining rooted in rich history. This versatile icon can adapt its form to emphasize content and can be seamlessly integrated into various contexts and applications.
Blending History and Modernity
The central typography selection, "MARTIN," crafted by Vocal Type, is a digital replica of typography found on iconic posters from the Memphis Sanitation Strike of 1968. "Interstate" is a font family known for its efficiency due to its clear legibility. Its large extended family of weights and styles makes it perfect for both headings and body text.
The new color palette conveys the energetic, friendly, and vibrant spirit of both the organization and its fellows. We chose these colors with a focus on accessibility and versatility, allowing them to adapt to a wide range of applications, from print to digital media.
The visual Identity starts to take shape with the addition of imagery styling and texture. We employed imagery styles that symbolize the organization’s role in opening doors for their fellows, enabling them to make significant breakthroughs in their careers in labor justice. Additionally we incorporated texture to give the visual identity with a tactile quality and enhance visual interest in graphs and charts that showcase outcome data.
List of Brand Elements
- Logo
- Brand Guide
- Impact Report
- Fellows Brochure
- Letterhead
- Website Reskin
- Email Signature
A New identity come to life
To bring the new identity to life, the Lyquix design team simultaneously redesigned the existing brand materials in tandem with the identity redesign. This approach not only established a cohesive and refined brand system but also streamlined internal processes, while amplifying the organization’s mission to donors.
Lyquix also designed the flagship of Peggy Browning Fund’s new identity, a 28 page 2023 Impact Report. The report invites users to explore success stories, fellowship data, testimonials, and the organization's history presented in engaging and easy-to-read layouts.
Achievements
With the introduction of their fresh visual identity, Peggy Browning Fund is positioned to effectively communicate the organization’s value to law students and mentor organizations. Their new brand system aligns perfectly with their hardworking and uplifting spirit, positioning them for success. Since the launch of the new identity, they have already seen increases in donor support. Lyquix is incredibly honored to have had the opportunity to work with the Peggy Browning Fund and aid them in empowering the next generation of workplace justice advocates.
