Deva Pardue Deva Pardue

Brand identity for Girls Build LA, a not-for-profit LA Promise Fund program aiming to close the gender gap in STEM (science, technology, engineering, and math) fields. Girls Build LA challenges young women from public schools in LA County to use STEM principles and 21st Century learning skills to effect social change and solve the problems of tomorrow. The identity is inspired by the language of STEM fields, the use of superscript is a nod to the periodic table of elements and mathematic notations such as raising to a power, eg. y2. The brand typeface Visuelt, is a strong yet friendly geometric face with intricate technical details. The branding leverages the first part of the program&s;s name"GirlsBuild&s;with fill-in-the-blank word play to communicate the endless things that young women can and do build. This use of language presents the opportunity for the brand to expand both visually and verbally. Identity, collateral and web design for New York based women&s;s club, The Wing . Founded by partners Audrey Gelman and Lauren Hassan, The Wing is a home base for women on their way. Part co-working space and part social event space, The Wing has showers, lockers, vanities, a lactation room, and a cafe/bar. The identity is designed to be both soft and bold at the same time. The use of three typefaces (Bureau Grotesk, Bianco Sans, and Bianco Serif), a broad color palette, and various W marks creates a dynamic and surprising system that doesn&s;t appear over-branded at first but is full of small, thoughtful details that add up to a cohesive experience for people in the know. The messaging is witty and sharp, capturing the clubs fearless attitude, paired with a look and feel that is scholarly, elegant, and unapologetically feminine. Read more here . Identity system, signage, advertising and collateral for the Minneapolis Institute of Art. The world class encyclopaedic art museum was having trouble engaging with its community in a lasting way and wanted to develope a bolder and more consistant voice to assert itself in the ...