Team TLC – Logo, Branding & Wayfinding System
Team TLC is a community-driven initiative created to support the influx of migrants to New York City, ensuring they are met with compassion and resources. I designed the logo, brand identity, and wayfinding system to create a welcoming and intuitive experience, making donation drop-offs easy to navigate and reinforcing the organization’s mission of care and community support.
Logo & Brand Identity
The Team TLC logo features the Statue of Liberty, a universal symbol of hope, refuge, and new beginnings. This imagery directly ties to Emma Lazarus’ poem, The New Colossus, which famously welcomes the tired, poor, and huddled masses seeking a better future. The accompanying pattern design reinforces brand recognition while adding a sense of unity and belonging. The bold yet warm color palette ensures visibility while maintaining an inviting aesthetic.
Wayfinding & Signage System
To make the donation process clear and accessible, I developed a cohesive wayfinding system, including: Directional signage guiding donors to drop-off points, bold and high-contrast typography for easy readability, and donation box labels ensuring consistency across locations.
By integrating thoughtful branding with functional design, this system strengthens Team TLC’s presence while making charitable giving an accessible and welcoming experience for both donors and the individuals receiving aid.
