During discovery and onboarding, much inspiration was found in ABLF's grassroots personality. Featuring this spirit at the heart of a light strategy and brand components was a no-brainer. to distinguish them in the non-profit sphere among high-level donors.
In a style reminiscent of hand-painted street signs and the graffiti culture of urban areas ABLF advocates for, a distinctive system of icons representing food and kitchen-centred tools worked well as organizational elements for data, and dense information. These brand identifiers were paired with fun, bold, clean typography in a black and white colour palette to complete a balanced aesthetic.
Applied to a website build that serves as a primary donation portal and education resource both donors, programming participants and recipients, this identity lives across print and digital.