Grow Homes
A holistic rebrand of the nonprofit formerly known as Grow Home, based in Baltimore, MD. Clearly defining mission, vision, values, and audience before exploring how Grow Homes shows up in the world.
Scope
Branding
Design Systems
Software
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
Want to jump around?
Hop to:
Logo
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Design Systems
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Out of Home
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Brochures
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Digital Presence
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Logo ⊛ Design Systems ⊛ Out of Home ⊛ Brochures ⊛ Digital Presence ⊛
The Background
What is the goal of this rebrand?
How does this rebrand meaningfully help Grow Homes reach these goals?
Project Objectives
Rebrand a nonprofit and demonstrate how implementation of the brand shows up in the world.
Create thorough brand guidelines to demonstrate how the design system comes to life.
Framing the Brand
Who are Grow Homes?
Vision, Mission, & Values
Values
Community
We focus on fostering a strong connection between residents to build a sense of trust. We want to ensure that everyone feels safe occupying shared spaces and reaching out to other residents.
Health of Every Kind
We prioritize improvement of mental and physical health for all residents of Baltimore.
Mission
Vision
Audience
Mentees
Teens & young adults, ages 14–21
Baltimore residents
College doesn’t feel right for them, but they are still seeking long-term employment
Willing to learn but don’t know where to start
Curious, open-minded, and dedicated
Secondary Audience
Nonprofit based in Baltimore, MD (est. 2012)
Work with youth and young adults to provide workforce development and recreational opportunities
Revitalize empty and ignored green spaces
Partnership
Our impact is made possible from collaboration with citizen groups, local employers, and passionate individuals. We also foster an environment where young people can learn how to work well with others.
Growth
Through all facets of our mission, growth is an underlying thread that ties our vision together. From children to adults, we hope to encourage growth in all aspects of life.
We strive to enable youths to find stable, rewarding careers by: providing workforce development opportunities through practical, hands-on training in prevalent industries.
We work to improve residents’ physical and mental health by: providing access to “clean and well-enjoyed” green spaces. Additionally, providing accessible athletics for youths and events for people that “promote relaxation, comfort and investment in [the green space’s] future.”
“About,” Grow Home Baltimore, 2023, growhomebaltimore.com/about.
Create a prosperous and green Baltimore community where all youths can effectively navigate a pathway to success and empowerment.
Mentors
Adults, ages 21+
Baltimore residents or within reasonable commute distance
Experts in their trade and are willing and able to teach 2 hours/day, 4 days/week
Passionate and eager to lead and match well with our brand personality and values
Donors
Volunteers
Parents of Children 6–18
The Solution
How Grow Homes embodies its mission, vision, and values.
How Grow Homes shows up in the world to best reach its audience.
Branding Process
Notebook Sketches
The Mind Map
I began with a mind map of both words in the brand name: Grow & Homes.
This allowed me to expand on the basic visuals of the two words and explore more visual avenues.
Digital Sketches
Moodboards
“No-idea-is-bad” ideation and exploration. Doodling icons, testing cutouts, handwritten type, and so on to see what’s working and what’s not.
Playing around with typefaces to see what might work for the logotype.
Two different mood boards guided design decisions for the brand. The left is whimsical and down to the earth while the right is sleek and professional. The final brand ended up with a middle ground of the two.
Final Branding
Implementation
Out of Home
Brochure
Socials
Brochure handed out at all Grow Homes events to detail what we do, what we've done, and how you can join us.
Examples of Instagram stories and posts for events and education.
Banner Ads
Website
Billboards & posters displayed across Baltimore. Targeting adult (parent, mentor, volunteer) audience (left) and teen (mentee) audience (right).
Web banner ads, targeted toward our adult audience (set 1) and teen audience (set 2).
A mockup of the website home page, showing where key information, CTAs, news, and events are displayed.
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