TIME TO GIVE
Brand Identity Refresh | Freelance (2025)
Time to Give is a Cincinnati-based nonprofit working to expand access to paid parental leave for working families through partnerships with small businesses. As the organization scaled its team and outreach, it needed a brand that could clearly communicate its mission and adapt across touchpoints. The project focused on refining an existing logo and translating it into a cohesive, flexible brand system with clear guidance to support sustainable growth.
Understanding the Problem
The client initially requested a set of marketing materials, but without a clear brand foundation to support them. I worked with them to uncover core challenges and reframed the project around building a flexible brand system—creating a more sustainable, long-term solution aligned with their goals and budget.
Conceptualization
Focusing on connection, growth, and support, I developed two conceptual directions for Time to Give designed to reinforce their brand values and expand upon their existing brand mark, which I also refined.
Final Brand Identity
Brand Guidelines
I created brand guidelines that establish a long-term framework for future materials, addressing the organization’s need for clarity, flexibility, and ease of use. This system enables the team of non-designers to confidently create new touchpoints and maintain consistency, supporting cross-platform growth.
Implementation
To help the Time to Give intern team implement the new brand identity in upcoming initiatives, I led a training session on the importance of brand guidelines and best practices for how to use them, upskilling a 4-person team and enabling on-brand content creation by non-designers.
Check back soon for more work as the brand identity continues to be implemented!