Chili Rec

Brand strategy, branding and systems design
Chli Recreation

Chili Rec

Brand strategy, branding and systems design
Chli Recreation

Chili Rec

Brand strategy, branding and systems design
Chli Recreation

An updated identity for a community organization in Chili, New York.

An updated identity for a community organization in Chili, New York.

  

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The Chili Recreation Department is a community center in Western New York that provides after-school programs, camps, leisure opportunities, recreational facilities, and classes for all ages.


The client wanted to reposition the center as a more relevant and integral part of the community, coinciding with a revamp of course and recreational program offerings. My challenge was to create a unique and modern brand identity that would stand out in its growing online presence, as well as on printed flyers and embroidered shirts for employees.

Because most of the organization’s funding comes from the town and fees associated with classes and after school programs, and most of the staff are volunteers, the design system needed to be cost-effective and easy for anyone on the team to implement.

 

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The mark I designed takes inspiration from mazes and magnifying glasses, highlighting the learning opportunities and elements of discovery in Chili Recreation classes and summer programs. There are different lockup options, using the abbreviated “Chili Rec” for more casual and fun events, and the full “Chili Recreation Department” for professional use in fundraisers.

 

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It was meaningful to work one-on-one with such a passionate team at Chili Rec. Though it was challenging to not have a huge budget for the project, it was a true testament to show my belief that meaningful and versatile design doesn’t always require a large price tag. It really pushed us to simplify every aspect of the project and to be resourceful, such as thinking “ok, business cards don’t need to be so flashy, a one-sided print is great for them and cuts back on their budget”.

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Hi there 👋 
I'm a designer.

Hi there 👋 
I'm a designer.

Hi there  
I'm a designer.

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samanthawatson (at) icloud.com

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