TRUST FOR MUTUAL UNDERSTANDING
TMU is a Rockefeller foundation that needed a visual identity to highlight the connective nature of their international and interdisciplinary grant giving. They awards grants to collaborating nonprofit organizations in the U.S. and Central Eastern Europe. The trust funding supports direct exchange between professionals doing arts and ecology work for social and environmental good.
THE REBRAND EXPLAINED ↑
From distilling 2 years of brand strategizing and designing down to 5 minutes, to going in depth about the meanginful logo symbolism and typography choices, this video makes a complicated project digestible. You’ll catch me with a few different haircuts throughout!
THE CONNECTOR
The abstract line featured across the brand symbolizes TMU’s core mission of drawing connections between disciplines, cultures, and countries.
THE COLORS
The two base colors of the gradient represent TMU’s two thematic foci (arts & ecology), and the spectrum of colors created between them represents the social/cultural innovations formed in the collaborative process.
INTERNATIONAL COLLABORATION ↓
In the spirit of international collaboration that TMU embodies, I created their brand strategy and visual identity guide with this team of designers in Budapest and Baltimore. It was an honor to work with such talented and dedicated social designers!
Huge thanks to the Media Team for the brand process video!
