Brand Identity & System Overhaul
United States Institute of Peace
- Brand Identity Design
- Brand Guidelines Creation
- Visual System Overhaul (Typography, Colors, Icons)
- Internal & External Communication Design
Problem
Without a full-time designer, the US Institute of Peace (USIP) brand had grown outdated and fragmented over time. Their visual identity lacked coherence across channels, which made it difficult for them to communicate their mission effectively and consistently. I began by conducting a comprehensive brand audit, working closely with USIP leadership to define the vision and key objectives for the brand refresh. I also analyzed existing communications to identify areas of opportunity and improvement.
Solution
I led the design of a modern, cohesive brand identity that aligned with USIP’s core values of peacebuilding and diplomacy. By developing a comprehensive design system, I ensured that all materials, from digital to print, maintained a consistent visual language. I also created brand guidelines to ensure scalability and ease of use across the organization. The refreshed identity helped USIP communicate more clearly, presenting a unified and professional front that resonated with stakeholders and the public.
Key moments
- Unearthed the Story Beneath the Brand: Led a full brand audit to uncover what made USIP trusted—and where its visual identity needed to evolve.
- Built a Vision for a Modern, Trusted Voice: Crafted a refreshed visual system rooted in clarity, optimism, and global impact.
- Designed Tools for Real-World Use: Delivered flexible templates and assets to empower teams across the organization to communicate consistently and confidently.
- Brought People Along for the Journey: Presented the vision to leadership and stakeholders, aligning everyone around a brand built for the future.
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