Marketing and creative direction · Project through Master’s Editions
I led a brand refresh and reopening campaign for Lighting the Way Outreach, connecting its public identity with the practical needs of a nonprofit returning to the community in a new location.
Making one mission clear across several services
The organization’s food ministry, thrift store, and radio presence needed to be recognizable as parts of one mission. The reopening also required coordinated communication with community members, donors, media, and public representatives.
I brought identity design, website information, physical signage, event promotion, and outreach into one campaign. This gave the organization a consistent way to explain its presence across the places people would encounter it.
Identity
I refreshed the dove identity and radio-station presentation and carried the visual direction into print, web, signage, and outreach materials. The shared treatment connected the organization’s different functions while allowing each application to communicate its own information.
Reopening communications
I directed the reopening materials and publicity effort, including outreach to local news and local and state representatives. I created grand-opening promotion, maintained website information, and developed fundraising and event-display materials, connecting the announcement with the information and visibility needed for public participation.
Reopening ribbon cutting · Lighting the Way Outreach
Storefront signage
I extended the identity into exterior signage, banners, and tent-display materials. That moved the refresh from a graphic identity into the physical location and public events, making the organization’s presence consistent across everyday operations and community outreach.
Outreach identity applied to storefront signage
Local coverage
The reopening reached local news as well as the organization’s own channels. The coverage of the move and the ribbon-cutting event show the campaign’s public reach, alongside the completed identity, website, and signage work that gave the organization a more coherent community presence.
