Brand strategy, identity, and logo design



PennPraxis works with PennDesign faculty and students to promote engagement with local communities and facilitate urban developments and community service. Praxis connects Penn's campus with the rest of Philadelphia through design and service. Our goal was to increase PennPraxis's campus presence and name recognition by creating a new branding strategy and a redesign of the website.


Developing an Identity

Using a field of open triangles, the visual strategy allows Praxis's brand to fill any volume and express the notion of finding and forming connections. Along with graphics, we provided a series of words to explicitly describe Praxis and its mission. The "PRAXIS IS..." campaign gives the organization a new sense of identity and aims to inform Penn's campus and its surrounding neighborhoods of its multidisciplinary work.




preliminary webpage sketches