The Goal
The Small Change Initiative needed a new logo that reflected the values of stewardship, conservation and community. The initiative was founded by a trail runner to encourage donations to local organizations making a difference in the places we visit for our races and other adventures.
The Solution
The concept to combine an iconic Oregon tree, mountains and a heart to symbolize our love for these outdoor spaces intuitively came to mind. Combined, the three would create a friendly and memorable emblem that would be easily recognizable and work for her on many levels.
The final solution package included the Small Change logo, the circular emblem, and a secondary lock-up with her tagline “Small Change, Big Impact.”
Words from the Client
“Karen is a rare combination of creative conceptualization, incredible design, and marketing savvy. She asked smart questions about what I wanted in a logo and listened carefully to learn the background of my project. It was clear she understood my vision, yet approached the project with original ideas – she nailed it! She is reliable and professional and delivered every concept on time. I couldn’t be happier! I absolutely recommend Karen and I wouldn’t hesitate to work with her again.”
– Erin Fitzgerald, Founder of the Small Change Initiative
The Process
Word Association and Ideation –> Doodles & Sketches –> Digital Creation