Brand development, strategy, art direction and web design for fresh2design: a rapidly growing design community in Austin, TX. Three years after it's inception, f2d was experiencing growing pains. On the surface, it seemed the organization was only dealing with a mild identity crisis. Internally, however, the organizers were running themselves ragged. Fresh2design was in a financial grey area while working on its non-profit status, so the organizers were working with a shoestring budget, and could only dedicate time to the organization outside of their full-time jobs. After meeting with f2d organizers and attending their events, my team worked to create an identity system that comfortably fit their fun, fresh group dynamic.


The Team

Brand Development, Copywriting, Illustrator, Poster Design, Social Media Strategy

Callie Gabbert

Brand Development, Copywriting, Social Media Strategy, Wireframing

Angela Rhys

Brand Development, Trademark + Concept, UI/UX, Wireframing, Social Media Strategy

Christina Rodriguez

Brand Development, Event Collateral, Social Media Strategy

Courtney Whitehouse

Brand Development, Trademark, Copywriting, Event Collateral, Sponsorship Packet, Social Media Strategy

Sheridan Broderick


The Teamwork


Identity Development


One goal of fresh2design is to flip expectations and create a space where "networking" doesn't feel like a dirty word. With a nod to the brand's minty-fresh roots, we created an ambigram as dynamic as the organization itself. 



Austin Ad Fed, Logo Design

Bronze Addy



“fresh2design” and the city name are always lowercase to remain casual and approachable, and to keep the mark from looking overly corporate. City chapters are differentiated using color. Two cities can use the same color, as long as they don't lie within the same state.


Brand Voice

Fresh2design is a group of emerging professionals who are fresh, but not naive. The brand voice is 'profesh' but not stuffy. f2d speaks to it's community with a sense of humor and a sense of purpose.

Mission Statement

F2d creates a diverse and inclusive environment in which its members can grow. F2d understands that each of its members has something fresh to offer the industry, and wants to return the favor by offering unique programing, and exciting opportunities.



The color palette was chosen to be graphic, fun and eye-catching. Each color serves a representative function within the brand, whether it differentiates an event, city, or one of the 5 pillars of the brand. 



Barlow, a free Google font, was chosen for its modern structure, rounded corners, and the flexibility of its 18 styles. For consistency, bold is used for headlines and regular for body copy.




Hand-drawn patterns enhance fresh2design’s friendliness. To avoid chaos, patterns are applied on a same color background—either light on dark or dark on light. Each recurring f2d event has its own color and pattern combination for easy recognition across platforms—but the patterns themselves in different colors can have multiple uses.


Social Media

Fresh2design conducts most of its business on social media. Since each platform’s flow and voice is different, different kinds of content are directed to each social media site. We’ve created this flowchart to make it easier to know what goes where.



Through our research, we found that the Instagram accounts with the most impact are curated, current, and depict a desired lifestyle. Events are announced using one of the templates below, then followed up with an image or carousel gallery and a brief recap after the event has passed. In this format, the fresh2design Instagram will follow a one to one graphic and image grid.



Twitter is used to promote other individuals from the fresh2design network, and for live promotion of an event as it's ongoing. Twitter takeovers are also totally a thing.


Facebook is for sharing information. The platform is used to provide detailed information about events parallel to Meetup, for member spotlights, and as a platform for open discussion between members that exists outside of Slack.



Event sponsors can choose to sponsor a fresh2design Snapchat filter that includes their company name. Filters are styled to look like digital polaroids and match specific event branding.


Event Collateral 

At events, fresh2design and a swag sponsor provide name tags for all attendees. Stickers are provided as well in the hopes that members will get creative with their space and show off a bit of personality. Buttons and koozies allow members to rep their f2d status wherever they go, and provide some long lasting advertising for sponsors.


Event Posters



The new and improved f2d website is a one stop shop for members, curious non-members, and potential sponsors. fresh2design has a very strong internet presence, but needed a hub for all organization-related information to live in one place. This gives f2d an organizational platform to store important information for their audience to access.


Sponsorship Packet

Without non-profit status, the f2d organizes can’t touch a single cent. But, since you gotta have funds to have fun, they had to come up with other ways to provide members with unique programming without charging a dime. That’s where sponsors come in. Sponsors can host, pick up a tab, or provide swag. The sponsorship packet outlines the key benefits of helping out, and provides a breakdown of what sponsors can do.


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