Level Ground
Industry
Nonprofit
Services Provided
Creative Direction, Logo Design, Sub-brand System, Stationery Design
Level Ground, originally focused on bridging the LGBTQIA+ and spiritual communities through film, evolved its mission to promote cultural equity. To reflect this shift, I was tasked with designing a new logo and providing creative direction for collateral design. The goal was to create a brand that symbolized unity and equality, emphasizing the concept that we are all on a Level Ground.
Their tagline, Experiment in Empathy, was something we latched onto from the beginning – and took the “experiment” part quite seriously. My team was focused on creating unique and layered designs that embodied the concept of people, conversations, and experiences that build relationships despite differences.
After the project was complete, I was honored when this logo was recognized by both the GDUSA Graphic Design Awards and LogoLounge.
Approach
Ie designed a logo, visual sub-brand system, and various print materials – both for the primary brand materials and specific events. With Level Ground having originated in the media space, my team and I worked to create a logo animation that would showcase the dynamic nature of the brand. Working with the team at Wonderkind Studios, I helped direct the project to ensure the piece retained the energetic spirit of Level Ground’s founders.
Throughout the creation of the brand collateral, our approach was to use color and interconnectivity to represent unity and equality. The designs incorporated angles, line art, and patterns to create a sense of energy and movement, symbolizing the dynamic nature of cultural exchange and understanding. These elements were carried through to the collateral design, where they acted as framing devices to guide the viewer's eye to key information.
Sophisticated Serifs
The old logo created several challenges with print reproduction, and the client was looking for a more minimalistic, yet sophisticated design. The new logotype and mark was customized to echo the strong foundational sensibility of the original logo, but with delicate serifs to convey the beauty and diversity of Level Ground artists and creators.
I also designed a system for Level Ground’s various sub-brands and introduced a color palette that offers each brand a sense of individuality.
Logo Before
Logo After
An Experimental Brand
After designing the logo and stationery, I was able to direct my team of designers to expand the brand into guidelines and other collateral the Level Ground team needed to promote their refreshed look at events. This included everything from pop-up banners to stickers.
Vibrant Arts Festival Promotion
One of Level Ground’s annual events is a multi-media arts festival. Taking place in Los Angeles, we needed to create flyers and handout cards that spread the word about the upcoming event. Our look focused on utilizing visual art from featured creators and leaning into the experimental tone of the media. This collage-style approach allowed my team to play with interesting layouts and typography to create a visually-striking and eye-catching set of collateral.
