Client: Karla Mina and Mar Flores - St. Jude's Ambassadors
Role: Logo Designer · Photographer
Scope: Logo design, event photography
Year: 2020
Tools: Adobe Illustrator, camera, Lightroom
Role: Logo Designer · Photographer
Scope: Logo design, event photography
Year: 2020
Tools: Adobe Illustrator, camera, Lightroom
Overview
Chicago Huddle is a group of St. Jude Children’s Research Hospital supporters who turn workouts into fundraising. Members exercise together and collect donations for St. Jude’s patients. When the club formed in 2020, I volunteered to design its logo to help it establish itself and show what it stands for.
The Challenge
The logo had to communicate three ideas: fitness, community, and charity, while clearly showing its connection to St. Jude.
My Approach
Research first. I started by listing words and imagery connected to fitness, community, and charity, such as teamwork, strength, hands, hearts, and movement, then looked for overlaps that could carry more than one idea at once.
Start with the St. Jude connection. I based the palette on St. Jude’s brand colors so the club’s affiliation was clear at a glance.
Explore, then simplify. My first concepts tried to show all three ideas at once: shapes forming a “C” and “H,” and two figures high-fiving to form a star. They were trying to say too much. I narrowed the logo to one message: people lifting each other up, which captured both the workouts and the cause.
THE WORK
Concept Development
Event Photography
The Result
After the logo launched, Chicago Huddle asked me back to photograph its events, documenting the community the logo was designed to represent.