Geraldine R. Dodge
Visual Identity + Website Redesign

Client Geraldine R. Dodge Foundation
Scope Visual Identity, Web Design

“In 2016, the Dodge Foundation began its equity journey in earnest, culminating in a strategic plan centered on a vision for an equitable New Jersey. In 2020, as mobilizations for racial justice swept the country and the pandemic abruptly exposed the devastating impacts of structural racism and inequity on people’s lives, we answered the call of these crises to imagine a new way and then to put action to our words.” (via Geraldine R. Dodge Foundation)

The Geraldine R. Dodge Foundation engaged threespot to help them create a new visual identity and website that could celebrate their current moment of transformation, and scale with them on their new journey to focus on equity in New Jersey. 

Team

William Colgrove, Creative Director
Jack Nank, Producer
Raven Best, UX Strategist
Megan Lewin-Smith, Design Lead
Clare Mahr, Design Support
Mat Brady + David Yearwood, Development

grdodge.org

Research

We began our work by listening and learning. Through a series of interviews with staff and community members (lead by Raven Best), our team was able to hear how Dodge is perceived in their landscape, and their aspirations for their work. We learned what stakeholders cared about, and who they look up to the in space. From a visual perspective, I then dove into the current visual identity and the identities of like minded organizations to find similarities, differences, and opportunities for new representation. In tandem, my creative director (William Colgrove) synthesized our interviews, audits, and landscape research into a set of values from which we could build the brand voice that would later inform the visual identity. All of these findings were then presented to Dodge through our creative brief. 

Visual Identity

With our shared values and visual approach set, we then moved into our first visual phase for the identity system. Our creative team took the learnings from our research and applied them to logotypes. Once one was selected, we then refined the logotype with the client, and then built out the overall system.  All of my initial iterations were rooted in the theme of transformation. I explored visuals that denoted motion, acceleration, and change. Because of Dodge’s commitment and focus in New Jersey, I also defined a color palette that proudly celebrates the state by dedicating one of each of its shades to state symbols. I felt that striking a balance between joy, progress, and placefulness would be an interesting route for exploration…

…and so did Dodge. After the client team selected this direction for further definition, we entered an iteration phase wherein we refined our mark and our type to further optimize the logotype’s message. Namely, we thickened the thinner pieces of the mark so it would scale more comfortably. We explored varying scales and weights to the words in “Geraldine R. Dodge Foundation.” Lastly, we replaced my initial typeface selection (Degular by James Edmondson) with Halyard Display by Darden Studio.

With our logotype established, I then codified the visual identity system. This manifested our visual identity guidelines which were then used to create the new website for grdodge.org. 

Website

We began the website design phase by creating two versions of the homepage (wireframes by Raven Best) to show distinct interpretations of the style guide. Clare Mahr and I each explored ways to apply the joy, commitment, and boldness of the new visual identity to type, layout, and image. Once a direction was selected and refined, I created the wider web system. 

Figma prototype
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