I was honored when Estrella Sung reached out needing support on a new visual identity for the City of Seattle’s Liberty Project - an impactful small business growth initiative focused on communities of color. The goal was developing branding that embodied the Project's mission of empowerment, justice and expanded opportunity.
Alternative Concept Pitched to the Client. Each represent a different direction inspired by a different value.
My process started with sketches exploring visual metaphors for growth, community and empowerment. I presented concepts to the City that aimed to feel uplifting yet aligned to their brand. While I envisioned a vibrant, welcoming identity, the City gravitated towards an icon reflecting their bold values in their signature blue palette.
After rounds of refinements, we landed on an impactful logo with abstract figures growing together, encircled by “Liberty Project” in a modern serif font. This final design felt substantial yet approachable - striking the right balance.
"Elexia is an outstanding design partner. She is strategic, pushes design to the next level, and very honest in her opinions of where the design needs to be. With her authentic approach, she often finds better outcomes than what stakeholders even imagined. I appreciate learning from her and supporting her creative process because we all benefit from it."
- Estrella Sung, CPSM, DEI Marketing + Outreach | SungLass Communications
Seeing the Liberty Project identity come to life has been so rewarding. The initiative is now accepting applicants and gaining momentum. I'm proud to have worked towards more equitable access to business growth resources through thoughtful design. Branding for clients like the City of Seattle who are breaking down barriers is why I do what I do. Here’s to the Liberty Project uplifting many minority-owned businesses and writing a new narrative of inclusion!
Lord knows it can be tough to navigate the everchanging landscape alone. Get the support and dedication your need from an experienced designer. Get started today and contact me on my portfolio: elexiajohnson.com
