LEAP (Local Environmental Agriculture Project) is an organization in Roanoke Virginia serving the entire Roanoke Valley. Through farmer's markets, a community kitchen, grocery store, meal delivery and affordable produce access, LEAP provides local, fresh and accessible produce to the area.
The Problem: LEAP is one organization, with many sub programs and projects under it. LEAP already had a brand to build from, but all of their logos were simply the LEAP logo, with a small byline under containing the sub programs name. They wanted each program to have a distinct look, while still fitting into one large, unified, family.
The solution: Redefine the current program logos into a streamlined brand system that unmistakably represents LEAP across all avenues. They already had the recognizability and brand equity of a community oriented org that has thrived in this area for years. The solution was to stretch their current brand by expanding the color palette, introducing custom illustrated icon set and maintaining consistency across each logo.
The color palette pulls influence from the variety of fresh produce LEAP helps to cultivate. They bring access to a nutritional rainbow in this valley and now, they have a brand system that expresses this.
