The Logotype
The brand new logo designed for the Baldwin Fund to represent their message, their mission, and their drive to positively impact.

The Cardinal – In designing The Baldwin Fund brand system, we took strong inspiration from the story of the cardinal, shared to us by the Baldwin family.

The cardinal symbolizes Carol's spirit and the Baldwin Fund's dedication for finding a cure.

Our intention, in response to the uplifting story, was to create a meaningful brand that conveys an uplifting energy. The cardinal–in flight–emphasizes hope and growth while inspiring a path to change. The colors are representative of all types of cancer ribbons.

My work along with the rest of the Pixel and Print 2024 Team was recognized as an American Graphic Design: Design for Good Award 2024.

CHALLENGE – Rebrand the Baldwin Fund and spread awareness for their huge initiative–a new $50 million campaign initiative to help fund cancer research and establish a National Cancer Institute in Syracuse.

SOLUTION – My role on the Pixels and Prints 2024 Print team was to
re-design their them, their website, a new social campaign, and variety of other promotional and merch materials. I had the honor to designing the brand new logo for the Baldwin Fund along with finalizing the color palette and patterns that would be utilized across their brand ecosystem.

ROLE & TOOLS – Designer | Adobe Illustrator and Photoshop

Patterns – One of my crowning achievements during this project was figuring out a way in which to utilize all of the colors the client wanted to do. They were committed to having a rainbow of colors within their color palette. I took this challenge on by creating four pattern gradients that they could utilize for both their color and visual identity.

The Brand Kit – Once we had created a logo and color palette that aligned with the Baldwins, we proceeded to create promotional and brand materials that would further elevate the brand. Some of these includes: mugs, bottles, clothing, banners, and more.

Explore the brand guide here.

Application – After presenting our work to The Baldwin Fund, they have utilized our designs across their site and platforms. The following link and images showcases both my work and the Pixels & Print Team in a real world application. Access their website here.

Gallery – Pixels & Print 2024 was one of those moments that I will cherish because it was a chance to strengthen bonds that I had with my colleagues and friends. Here are some photos from the event that capture not only collaboration but camaraderie as well.

The Symbol
The Cardinal with the ribbon.

The Wordmark
Spelling out the "Baldwin Fund," stacked upon
each other.