04 → Wheels of Hope Brand Refresh
Wheels of Hope is a nonprofit organization dedicated to supporting individuals who lack both the ability to drive and the financial resources to hire transportation. To increase volunteer engagement and raise awareness among those in need, I developed a refreshed brand identity that reflects the organization’s three core values: steadfast, radiant, and driven.
Before
After
For the logo, the organization requested that each spoke retain one of six colors to honor their six founding sponsors. My goal was to maintain the symbolism while introducing a more cohesive and versatile color palette that can be applied across various mediums without compromising legibility or brand recognition.
These graphics demonstrate the logo’s adaptability across both large and small scales, paying attention to legibility and accessibility standards. These are particularly important given the organization’s significant visually impaired customer base. I also incorporated a checkered motif to symbolize their commitment to fast, reliable service. Recognizing that Wheels of Hope does not have an in-house designer, I ensured that the typeface, logo, and visual elements are optimized for easy implementation across user-friendly platforms like Canva, allowing for consistent branding regardless of technical expertise.