SUMMARY: Led the rebrand of Causal Design, a USAID-funded NGO oversight organization, creating a visual identity that reflects transparency, accountability, and precision.
CHALLENGE
When I was approached to rebrand Causal Design, the challenge was clear: build a visual identity that captured the organization’s mission to bring transparency and accountability to international aid projects. Not only did the brand need to reflect its data-driven approach, but it also needed to differentiate itself from its phonetic cousin, "Casual." The solution had to be smart, timeless, and unmistakably clear.
When I was approached to rebrand Causal Design, the challenge was clear: build a visual identity that captured the organization’s mission to bring transparency and accountability to international aid projects. Not only did the brand need to reflect its data-driven approach, but it also needed to differentiate itself from its phonetic cousin, "Casual." The solution had to be smart, timeless, and unmistakably clear.
SOLUTION
I designed a brand system that balanced clarity with intention:
I designed a brand system that balanced clarity with intention:
• Visual Precision: Introduced clean, modern typography with subtle visual cues to slow down the reader's eye—most notably the slanted "A" in "Causal," which disrupts the flow just enough to eliminate misreads.
• Iconography & Metrics: Integrated simple iconography and data visualization elements that echoed the organization's commitment to clarity and oversight.
• Timeless Design: Built the brand to last—ten years later, the identity is still in active use, proving its resilience and adaptability.
• Color Palette: Opted for a professional, bold palette that communicates authority and transparency without feeling sterile.
OUTCOME
• A brand that has stood the test of time—still in use over a decade later.
• Improved clarity and recognition, eliminating confusion with similar-sounding organizations.
• Enhanced credibility and presence in USAID-funded projects, helping communicate transparency and impact.
REFLECTION
Rebranding Causal Design was more than a visual exercise—it was about reinforcing the organization’s mission of accountability and precision. Seeing the brand still in use a decade later is a testament to the power of thoughtful design and its ability to convey purpose with clarity.
Rebranding Causal Design was more than a visual exercise—it was about reinforcing the organization’s mission of accountability and precision. Seeing the brand still in use a decade later is a testament to the power of thoughtful design and its ability to convey purpose with clarity.
