ICA 2019 Brand Refresh
ROLE
Design Director
Creative Director
DELIVERABLES
Brand Strategy
Dynamic Identity System
Brand Guidelines
Business System
Marketing Strategy
Website
CONTRIBUTION
Brand Strategy
Art Direction
Design
PERSONNEL
Andy An - Designer
Joel Felix - Designer
Adrian Bailey - Web Design / Development
DURATION
2 Years
Design Director
Creative Director
DELIVERABLES
Brand Strategy
Dynamic Identity System
Brand Guidelines
Business System
Marketing Strategy
Website
CONTRIBUTION
Brand Strategy
Art Direction
Design
PERSONNEL
Andy An - Designer
Joel Felix - Designer
Adrian Bailey - Web Design / Development
DURATION
2 Years
ICA is a long-standing Oakland-based nonprofit that has empowered the local community for over 20 years through job creation and investment in small businesses. In 2019, a visionary new CEO stepped in to lead the organization into its next chapter, with a renewed focus on impact and visibility.
Through a comprehensive discovery process, our team identified a key challenge: while ICA’s work was deeply impactful, their brand and communications didn’t fully reflect the strength and vibrancy of their mission. The opportunity was clear—to close the gap between ICA’s on-the-ground impact and its public presence.
As Design Director and Creative Director, I led the strategic and creative vision for the rebrand, guiding a multidisciplinary team through the development of a refreshed brand strategy, messaging, and visual identity. Together, we created a dynamic visual language that intentionally broke from the conventions of traditional finance and nonprofit branding—placing storytelling, community, and entrepreneurial energy at the forefront.
My contributions included leading the brand strategy, directing the creative vision, and overseeing all aspects of design and visual storytelling. The broader team played a key role in narrative development, design execution, and technical implementation, bringing the system to life across digital and physical touchpoints.
The result was a bold, mission-driven brand that speaks directly to ICA’s diverse community of entrepreneurs—equipping the organization with the tools to grow its visibility, influence, and impact across Oakland and beyond.
Key Deliverables included:
Brand Strategy
Dynamic Identity System
Brand Guidelines
Business System (print collateral and internal tools)
Marketing Strategy
Website Design & Development
