These employee resource groups knew what sort of impact they wanted to make. My goal was to help them define their identities.
Context
When I was serving as an ERG leader at Cint, I was tasked with designing visual identities for two employee resource groups: MOCHA, which focuses on mental health advocacy, and Women Identifying, which aims to empower women-identifying colleagues across the company. I wasn’t able to start from scratch, since the project had to comply with Cint’s current colors and brand guidelines.
What I Did
I conducted brand discovery sessions with each leadership team and translated their values and terminology into concept briefs; our design team then produced several logo options for each group, focusing on deeper meaning rather than just appearance.
What It Produced
Both ERG’s departed with a visual identity that could be used for internal communications, on social media, and in other materials. There were two communities and two identities.
MOCHA
“My advice would be to fully trust you with the vision that you’re bringing to the table, because you are so incredibly respectful and mindful of what vision I had for MOCHA.”
Pali Sabbineni, Customer Success @ Snapdocs, led MOCHA
Four directions, one meaning to land on
Each concept was built with purpose over style. Our team explored a playful floral motif, a yin-yang, a concept highlighting sharing experiences, and, finally, a mug showing off its healthy brain.
A heart, held in a speech bubble
The chosen design highlights the importance of living a life filled with love and kindness. The container around the one-line drawings is a speech bubble because a big part of the healing process is sharing experiences and being open with others.
Women Identifying
“It’s not just a branding experience. You’re going to understand your business or your organization better… your buy-in for the art that’s created is 110%. You’ve gone through the process, you understand what the output is, and you’re 100% bought in on it.”
Leigh Martin, Senior Key Account Manager, led Women Identifying
Three directions, one throughline
Our concepts explored blossoming growth, lotus flowers, and the symbol of Venus, doubling as a magnifying glass.
One stroke, two shapes.
The selected design was an expressive stroke that doubles as a “W” and ties to a lotus flower to imply serenity.
Testimonials
“Jonathan helped create the branding for our ERG from scratch. He encouraged us to think deeply about the vision we had in mind, and showed us how to incorporate our long term goals into the branding. He is easy to work with, and completely transformed our ERG through his beautiful work.”
Pali Sabbineni, Customer Success @ Snapdocs, led MOCHA
“Jonathan has an exceptional ability to identify what matters most to you on a granular level and translate it into a single, impactful graphic. He engaged in a thoughtful and organized conversation with me to understand my organization’s key priorities and primary goals. The result was an image that resonated deeply and actually made me emotional. When your mission feels vast and difficult to articulate, Jonathan brings clarity and impact, making the seemingly impossible possible.”
Leigh Martin, Senior Key Account Manager, led Women Identifying
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