Empowering Resilience
Through Empathy
SERVICES
Visual Identity Design
CREDITS
Tabor 100, City of Seattle
CLIENT
City of Seattle
YEAR
2024
Bringing Equity to the City of Seattle
I was honored when Estrella Sung reached out needing support on a new visual identity for the City of Seattle’s Liberty Project - an impactful small business growth initiative focused on communities of color. The goal was developing branding that embodied the Project's mission of empowerment, justice and expanded opportunity.
Balancing Boldness and Openness
My process started with sketches exploring visual metaphors for growth, community and empowerment. I presented concepts to the City that aimed to feel uplifting yet aligned to their brand. While I envisioned a vibrant, welcoming identity, the City gravitated towards an icon reflecting their bold values in their signature blue palette.
After rounds of refinements, we landed on an impactful logo with abstract figures growing together, encircled by “Liberty Project” in a modern serif font. This final design felt substantial yet approachable - striking the right balance.
“Elexia demonstrated an aptitude of creativity alongside a high willingness of executing on a time-sensitive deliverable through her thoughtful design process...”
— Kye & Shahron Chaudry, Founders of Saanj Winery
“Elexia is an outstanding design partner. She is strategic, pushes design to the next level...”
— Estrella Sung, TABOR100
Advancing Progress through Visual Identity
Seeing the Liberty Project identity come to life has been so rewarding. The initiative is now accepting applicants and gaining momentum. I'm proud to have worked towards more equitable access to business growth resources through thoughtful design. Branding for clients like the City of Seattle who are breaking down barriers is why I do what I do. Here’s to the Liberty Project uplifting many minority-owned businesses and writing a new narrative of inclusion!
A concept that reflected the diversity they aimed to inspire.
A concept that took inspiration from the Liberty Bank who funded the project.
A concept inspired by the idea of forward moment and radical authenticity.
A concept that reflected the diversity they aimed to inspire.
ALTERNATIVE COCEPTS
