Sonder and Gates Foundation
Pathways
Pathways began as a Gates Foundation–backed research initiative focused on translating insights about social determinants of health into action for women and children in low- and middle-income countries.
As it evolved into a digital platform for the public good, the brand needed to evolve with it. The identity no longer reflected its growing reach or ambition.
I partnered with the team and stakeholders across Gates and Sonder to clarify the strategic foundation and build a cohesive visual system designed to scale.
The system centers on a stylized “P,” representing the individual viewed holistically — shaped by the many factors surrounding them. Its geometry signals data rigor, while softened forms introduce warmth and accessibility.
A broader visual toolkit — illustration, texture, color, and layout systems — was developed to translate complex segmentation data into clear, human-centered communication. Designed for flexibility, the system expands across digital, events, and partner materials without losing cohesion.
The refreshed brand launched alongside a new website and platform presence. Within three months, Pathways’ new LinkedIn channel grew to more than 3,000 followers — an early sign of momentum and growing engagement across the global health community.
International Center for Journalists
Advancing Quality Journalism worldwide
The International Center for Journalists was founded on a simple belief: independent, trustworthy journalism is essential to vibrant societies.
As media environments grew more fragmented and complex, ICFJ needed an identity that could unify its global network and communicate its role with clarity.
The mark was built from interlocking letterforms, each in a distinct color — a visual expression of collaboration and a connected global community. Simple in form and strong in structure, it provides a clear anchor across the organization’s diverse digital platforms.
The identity continues to support new partnerships and initiatives with freshness — including the recent anniversary campaign and joint collaborations — without losing cohesion.
With clarity at its core, the brand strengthens the organization’s ability to champion and support journalism around the world.
International Center for Journalists
40th Anniversary
In its 40th year, the International Center for Journalists reached a pivotal moment. The mission had not changed — to empower journalists to deliver trustworthy news essential for vibrant societies — but the global landscape had grown more urgent than ever.
The anniversary became an opportunity to celebrate four decades of impact while reaffirming relevance, visibility, and support at a critical time for journalism.
I partnered with ICFJ to create a 40th anniversary identity and campaign that honored their legacy while bringing fresh energy to the brand. The logo evolved into an @40 mark, designed to move dynamically and frame the campaign message, culminating in the line: “Empower the Truth.”
The visual and verbal system extended across a dedicated anniversary page, social media, video content, and event materials — including a major fundraising gala. Together, it helped ICFJ amplify its voice, engage its global network of more than 177,000 journalists, and reinforce the urgency of its work.
Tugende
Helping People Help Themselves
Tugende is a social enterprise based in Uganda, created to expand economic opportunity for small business owners and independent workers.
Through asset financing, technology, and a deeply customer-centered model, they help entrepreneurs build ownership — and increase their long-term economic stability and earning power.
We created an identity for their first motorcycle-financing business, rooted in a simple idea: helping people help themselves. The mark centered on the “T” in Tugende, subtly echoing the front of a motorcycle — a symbol of movement and personal agency. The broader visual system was rugged, locally inspired, designed to feel practical, optimistic, and grounded in context.
Shatterproof
Stronger than Addiction
When Gary Mendell lost his 25-year-old son, Brian, to addiction, a loss he believes could have been prevented, he created the national organization to change outdated conceptions of the disease, promote understanding, and educate communities through a scientific approach to prevention, treatment and recovery. He needed a name and brand to project this mission.
The name needed to be a bold declaration, and a strong reflection of the organization’s trailblazing approach. We created the name “Shatterproof,” and the tagline “Stronger than Addiction.”
World Health Organization
End TB
The World Health Organization was on a mission to help raise more global attention to TB, as it was the #2 leading cause of death due to disease and yet it was just not getting the attention and funding it needed.
To do this we needed to create a cause where brand could play a powerful role in changing attitudes and behaviors. We created a brand campaign to transform the conversation, inspire support and influence action, and start the fight to End TB.