Mass NOW Brand & Site

Bringing fresh new energy to an org with history

Role: Art Direction, Design, Squarespace Development

Background & Challenge

Mass NOW is a nonprofit committed to gender equity and period poverty. Founded in 1968, they have a long history of grassroots organizing. Mass NOW asked for a brand refresh and website that would connect with a vibrant community that is young and young at heart.

Color & Type

Building off the original brand purple, I updated and expanded the color palette to include more, brighter shades of purple, as well as shades of blue, red and pink as accents. The red and pink tones create a sub-palette that is useful for campaigns and initiatives surrounding ending period poverty.

For the brand typography, I chose Satoshi Black for headers to communicate a bold, but energetic and youthful energy. Lato completes the pairing as a readable body font.

Iconography

Inspired by campaign buttons and girl scout patches, I created a number of badges to be used as accents and icons across the brand

Illustrations

An illustration style with organic, hand-drawn looking lineart speaks to the organization’s grassroot origins.

An online hub with Squarespace

After the brand refresh was complete, we moved on to developing a website where donors and potential volunteers could find information and get involved.