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Branding & Logo Design

Elevating Equity


Elevating Equity


Rachel Wiedenfeld, Mark Lane


Branding & Strategy


Mark Lane

Elevating Equity is a special grant opportunity dedicated to supporting grassroots-led projects that tackle systemic inequity, including racial disparities in Elgin. They believe in empowering those who face these challenges daily to come up with powerful solutions. DPK was tasked with revitalizing Elevating Equity's logo and brand guide as part of their larger website design project. DPK has a passion for local and charitable organizations, making this branding project a perfect fit for Elevating Equity and DPK.


  • We began by diving into Elevating Equity's mission, vision, and values.

  • Collaborated closely with their executive team to fully grasp their objectives.

  • Asked Elevating Equity to create a mood board to convey their preferred style and brand elements.

Concept Development

  • DPK crafted three unique logo concepts based on insights from our discovery phase.

  • During the concept presentation to the client, we elaborated on the rationale behind each design.

  • Elevating Equity selected one concept for further development and provided feedback for adjustments. 

Logo Design & Brand Standards

  • With a chosen direction, DPK refined the logo design.

  • Demonstrated how the logo would influence the entire brand, including fonts, colors, and usage guidelines.

  • Collaboratively refined the final logo and brand guide through three rounds of revisions

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