Brand & Strategy
Verde Vida
Brand identity for a New York City nonprofit bringing fresh produce and dignity to historically underserved communities.
The Organization
Verde Vida is dedicated to building a more sustainable and equitable food system by increasing access to fresh, healthy produce for historically underserved communities across New York City. Through community-centered partnerships and pop-up markets, they work to dismantle systemic barriers to food access and empower local residents to reclaim their health, dignity, and resilience. I connected with Verde Vida through Catchafire, a platform that matches volunteers with nonprofits who need professional support.
The Challenge
Verde Vida had a logo they'd created in Canva, but no cohesive brand system. When they hired someone to redesign their website, the developer asked for brand guidelines, and they realized they didn't have any. They needed a visual identity that could work across social media, flyers, event banners, and their new website, serving as the foundation for everything going forward.
The Approach
I started with what they already had, their existing logo and a few flyers, and built outward from there. Their signature green became the anchor of the palette, reserved for major titles and key brand moments. The founder wanted earth tones that reflected the community and the fresh produce at their pop-up markets, so I developed a palette inspired by the vibrant colors of fruits and vegetables: a carrot orange, sunshine yellow, and an eggplant purple. Each color was assigned to a specific type of call to action to create consistency as they grow. The result is a brand that feels fresh, lively, and rooted in nature.
The Impact
The response has been incredibly positive. Donors have reached out to say they love the new identity. Since delivering the guidelines, I've continued working with Verde Vida on event banners, Instagram templates, and other materials to bring the brand to life.
