COMPANY

ShEvalesco

ROLE

Graphic Design & Digital Marketing Specialist

PROJECT TYPE

Visual Identity & Digital Marketing

YEAR

2021 - Present

ShEvalesco is a non-profit organization with the mission of empowering female-identified and non-binary youth with knowledge, strategies and tools to confidently navigate life. Founded in 2017, ShEvalesco has worked with over 2500 youth through partnerships with schools, community centers, community groups, and other non-profit and charity organizations.

I was hired at ShEvalesco during my practicum co-op placement as I was finishing my diploma program and given the role of Digital Designer. The Vancouver nonprofit needed a full visual identity overhaul, including deliverables such as brand guidelines, icons, illustrations and graphics, printed assets, testimonial videos and a promo video. I created all of the above and more with the central goal of maintaining the brand's core values and reflecting ShEvalesco’s voice through all assets. Fast forward to the present, I have been working with ShEvalesco for over a year, and have taken on new roles and responsibilities; including marketing strategy, advertising assets, social media management, website maintenance, R&D, and more alongside my digital design work.

Brand Guidelines

Reflecting the organization’s core values was extremely important throughout all of the visual identity work I did. ShEvalesco wanted to keep their original logo as it fully encompassed their brand, so the next step was the creation of a Brand Guidelines document. I pulled the primary colors from their logo, and selected a mixture of earthy and feminine colors as the secondary palette.

When it came to typography, we wanted something bold, yet timeless. This proved to be Karla and Roboto; a versatile combo that can be used with ease across any and all assets, digital or print.

Iconography

To add a layer of personalization to the brand, a custom set of icons was curated. These icons centered around ShEvalesco’s main themes; resilience, financial literacy, assertive communication, and mental health.

Visual Design

From illustrations to letterheads, I designed any printed and digital assets that were needed. Social media posts, sticky notes, quarterly reports - you name it, I did it. One project that brings me the most pride and joy is putting together Facilitation Guides for ShEvalesco’s curriculum, where I worked alongside ShEvalesco’s Executive Director and Community Programs Manager. These guides were designed solely with the user, the facilitator, in mind, who may not be familiar with ShEvalesco’s workshop content. Within these guides is an easy-to-read format of script matched with powerpoint slides, icons that the facilitator can refer to, and a clean, crisp layout that reflects ShEvalesco as a brand.