Catholic Social Services
ROLE
Lead Graphic Design
AGENCY
Vinyl Marketing
SCOPE
Brand Extension, Social, Print
THE BRIEF
CSS wanted to retain their existing logo and core color palette, but expand their brand voice across digital, print, apparel, and social media. A full rebrand wasn't an option due to a limited timeframe and resources.
THE APPROACH
A hand-lettered script and warm two-color palette, adapted from an existing font to carry the same confident, human feeling into a wordmark flexible enough for every donor audience. That mark anchored one cohesive system across direct mail, digital ads, email, and video, from kitchen table to phone screen.
THE WORK
I developed a dynamic shape library as a reusable design tool that CSS could deploy across social graphics, print collateral, apparel, and digital. A secondary color palette added contrast and visual interest, layered on top of the existing identity rather than replacing it. The concept was grounded in meaning: the varied shapes represent the many lives CSS serves, coming together to form the logo and reflecting the organization’s mission of support and community.
