![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/385fe0eb-e287-47ee-888b-48d2027001ef_rw_1920.jpg?h=0c1701de86c164b7129b16cc407ba9f0)
Under new leadership at Greater Tucson Leadership, I was hired to modernize the brand and create the style guide for this nonprofit.
Founded in 1980, Greater Tucson Leadership (GTL) is a 501 (c) (3) non-profit, non-partisan leadership organization dedicated to providing leadership education, community development, and civic engagement in the Tucson community.
NEW BRAND IDENTITY:
A proud badge showing growth while also referencing the history of the organization. I outline the process of developing this new brand identity below:
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/3efc45cc-d7c6-4395-a07d-e992ba10d24c_rw_600.jpg?h=2b74a340fd09bf9cf7a418ca22dd3f76)
Old Logo
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/5acb8170-e6ae-4b28-8021-df15f2460dbd_rw_1200.jpg?h=d8ec7ea507eeaa26fe17ec05786d46f7)
New Brand Identity
THE PROCESS:
Thumbnail Sketches:
SOME OF THE INITIAL CONCEPTS:
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/a09c6a3a-15f7-4279-b2b6-ec2c2688022d_rw_1200.png?h=2ac6ccce2b852e3c64ec6f4affca3141)
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/b0f2ae5b-058f-4edd-90dc-2574ee4a6019_rw_1200.png?h=356bc38c03d1c00da33ca73b10a5f9a5)
REFINEMENT & ITERATIONS
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/4615b251-1224-4519-a482-7bee232c1a8e_rw_1200.png?h=dfcc08003123a071f71f685318a7f28e)
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/1ef3726c-2c32-4359-b49a-c3d35cbc3fab_rw_1920.png?h=cf162b7a1fc9ac928de0a45199afe85f)
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/bbe1c4e2-a5c2-4b35-8e6a-01ab0cd89f0f_rw_1200.png?h=f881c7b5593ed132c16718777d7709ce)
COLOR EXPLORATION
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/6c23cb72-045b-4001-b28f-d9401ee94b4f_rw_1920.png?h=f485e95ee04383b6af0a978383bda9df)
COLOR REFINEMENT
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/767e1755-56f1-46b4-bf85-a3ef13cdd55b_rw_1920.png?h=108bd5c5317b3ce77ff1569719865386)
FINAL VARIATIONS FOR GTL'S DIFFERENT PROGRAMS:
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/04c7d118-8274-471e-b667-b38ff80b9d9f_rw_1920.jpg?h=3519abb12fdf2300e91d7c8b5c25abe5)
BUSINESS CARD CONCEPTS
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/f4e6a226-080a-4b42-a551-998642b69c12_rw_1920.png?h=9a462efcb7b4e6e341a67b303f0e134f)
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/7e2463f7-5241-4f40-b2ad-0491b6b6a207_rw_1920.png?h=64601f8d95325edc13d2b4dbed2f6524)
FINAL DESIGN FOR FRONT OF BUSINESS CARD
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/a696c1c4-41e3-4fab-aca1-ffa4c0e69e6f_rw_1920.jpg?h=831ff88c84652c027e65a4fdfc18c86b)
It was a pleasure collaborating with Justin Lukaswicz and Kelle Maslyn of GTL for this rebranding campaign.
DIGITAL MEDIA WITH NEW BRAND IDENTITY
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/7566ddb2-444e-4f60-8779-dc993a7888e9_rw_1200.png?h=f722ba8cda88b675bec0927d064e65c5)
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/2af72d4c-c585-46ad-868b-db9459965692_rw_1200.png?h=4777090fdeeaadc7a11a1b23bf10b3a5)
![](https://cdn.myportfolio.com/b7980380d7bc54ea4a621e30dc76840c/d1340636-f9ce-4c94-82bb-eee9f0abb064_rw_1200.png?h=c12f18f0c4f07f6e997b14064fe38d43)