Work in the Triangle
Non-profit Organization Branding
Work in the Triangle is a non-profit organization created by Wake County Economic Development, in partnership with the Raleigh Chamber and other regional organizations, that raises awareness of what Triangle area has to offer. Their aim is to attract talent to one of the "Best Places to Live".
During my time working with New Kind, I helped bring energy to their mission through this bold and fun brand refresh.
The Visual Organizing principle we created for Work in the Triangle is "Boldly Convening. Confidently Guiding." In alignment with these attributes, I created the logo as a continuous path to guide as well as being a shorthand for the name as a W forming a triable.
This bright, playful color palette helped to breathe new life into the brand to parallel the vibrancy of experiences that can be found throughout the Triangle.
Each city within the Triangle has its own custom path using the triangle grid that roughly maps to the city's initials. This allows materials for specific cities to feel unique and have their own sense of pride within the brand.