Juma Ventures 30th Anniversary

Services

Art direction, brand design, brand system, printed collateral, event collateral, signage, photography, web graphics

Team

Lucia Fernandez-Palacios, Megan Hover, Abdiel Cerrud, Natalie Johnson

Project

Crafting a system within Juma's established brand identity and a range of digital and printed collateral to capitalize on Juma's 30 years of impact for youth from under-resourced communities.

I crafted Juma's 30th Anniversary in four colorways to capitalize on Juma's brand colors while creating a fun moment for staff who could choose which colorway to use on their email signatures and in zoom backgrounds, gaining buy-in for future 30th anniversary marketing activations which required staff initative.

Alternative designs:

I created gala materials featuring a blend of photos, graphics, and infographics to tell the story of Juma's 30 year history with a mix of hard data and impactful visual narratives.

I designed these pickleball paddles and tees featuring a Juma Pickleball Club logo to drive bids on a unique silent auction package at Juma's 30th Anniversary Gala at The Four Seasons in San Francisco.

I designed signage, environmental graphics, and a host of printed materials for the event including invitations, letterhead, bookmarks, the event program, and a follow-up mailer.

I designed a series of infographics telling the story of Juma's impact during their anniversary year for Juma's CEO to share with external stakeholders, reinforcing the message that their donations enable Juma to affect change for youth from underserved communities.

Reflection

Reinvention

I invented a brand system for Juma's 30th anniversary year which fit within their established system while keeping their visual story fresh enough to feel new and exciting for their stakeholders. The system is recognizable as Juma, leaning into the trust they have built with their core audience and partners in their 30 year history, but novel in order to stand out and call attention to this milestone occasion.

Flexibility

When I created the design system, Juma's team did not have a full plan for their impending gala and other activations since many would take place months in the future. The system's flexibility and consistency were necessities for success and proved to be one of its key benefits.

Like any large scale event with many stakeholders, details often changed at the last minute. Being able to create new products or change existing designs with very little lead time lowered stress for Juma's events team and made it easy for Juma's leadership to say yes to sudden requests from key stakeholders such as members of Juma's national board of directors.

Results

The system performed beautifully and was widely praised by both members of Juma's leadership and staff as well as external stakeholders. The clear visuals and strong narratives facilitated Juma's ability to capitalize on this banner year. Juma's 30th anniversary gala raised $420k, nearly doubling the amount raised from their gala in the year prior and substantially outperforming their goal amount. Over the course of Juma's anniversary year, 2023, they raised $4.3 million, the highest total raise by their development team since 2019.

Page updated

Google Sites

Report abuse