The Social Fabric Initiative

For the Leader and Changemaker

Brand Identity
Custom Web Design

In 2018, The Social Fabric Initiative was started by a small group of community-minded individuals through the Joan B. Kroc Institute for Peace and Justice at the University of San Diego (USD). To this day, the program brings together local high school students, university interns, and professional mentors to create real-world solutions that can bring change to our local communities.


As a new program, the biggest challenge was creating a visual identity and website that spoke to all four different audiences. It was essential the visuals needed to resonate with people and at the same time motivate them to get involved. And since this program was under USD, I had to make sure the new identity was unique, but still matched USD’s visual brand.


Since the primary target audience was for a younger demographic, there was room to be bold, unconventional, and playful by using shapes, angles, and textures. To incorporate USD’s visual brand with The Social Fabric Initiative, I pulled out specific school colors and utilized approved fonts. By understanding the goals and function of how the website was going to be maintained, I built a custom and easy to use website that allowed the students to update the site themselves. As a result, the website became more active, more authentic, more relatable, and more enticing to prospective students and mentors.

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rainbow bars graphic