LEAF is a hypothetical nonprofit seeking to educate and empower the modern-day consumer towards more environmentally-friendly and sustainable thoughts and actions. The project scope consisted of a brand identity as well as editorial design guidelines for the magazine, LEAFed., which is one of the main outreach resources for the organization.
Trying to take inspiration from iconic nonprofits such as UNESCO and Greenpeace, I designed LEAF’s brand identity to feel more relaxed and organic, but as stately and informed as it’s icons. Keeping the main information simple yet bold informs the consumer that LEAF has done its research and knows enough to inform the general public about current issues and events.
I designed a universal grid system for the magazine that allows any future content spreads to be easily placed into the magazine, without much effort to make sure it’s cohesive with what LEAF has been doing. The system allows for flexibility in what the content needs in order to be easily parsed and read, while establishing rigid structures for how specific content would need to be placed.