For this project, I created a brand identity for Grounded Design, a nonprofit organization focused on helping individuals transitioning into permanent housing by providing and refurnishing homes with the goal of creating spaces that feel stable, comfortable, and welcoming. The organization primarily supports veterans and others who are rebuilding their lives after housing instability.
For the visual identity, I wanted to take a different approach from the more organic and nature-inspired direction. Instead, I focused on the ideas of stability, structure, and creating a strong foundation. I developed a muted, rustic color palette of deep blue, warm brown, sage green, and cream to create a feeling that was both grounded and welcoming. The geometric house illustration reinforces the idea of home and stability while also giving the brand a recognizable visual element.
I also created custom hand-drawn elements to bring some warmth and personality into the otherwise structured identity. By balancing these softer elements with strong typography, geometric shapes, and a consistent color system, I created a brand that feels dependable, established, and approachable while reflecting the organization's goal of helping people build a sense of stability and belonging in their new homes.