Dēmos

25th Anniversary Guidelines

Working within Dēmos' established brand guidelines, I was commissioned to develop an evocative visual identity for their 25th anniversary campaign and conference.

While collage-style design is a common convention across the nonprofit sector, I sought to distinguish Dēmos' approach by prioritizing bold photography as the primary visual anchor, with secondary issue-related imagery layered thoughtfully into the background.

The fall summit took place in Texas, where the predominant family demographic is single Hispanic mothers raising two children. Drawing on this insight, I looked to the vibrant folk art traditions of Oaxaca, Mexico, for inspiration. The resulting colorful animal motifs and patterns both honored the 25th anniversary milestone and functioned as striking, share-worthy elements engineered for engagement across social platforms.

At the center of the identity, a bird icon serves as the primary symbol — representing upward movement and freedom, and reflecting the broader themes of progress and aspiration that define this milestone.

View Brand Guidelines