Altadena CDC
VISUAL BRAND IDENTITY
WEBSITE DESIGN
In response to Altadena CDC’s powerful mission of protection, preservation, and equitable rebuilding to empower local families to rebuild generational wealth in the wake of the devastating fires in Altadena and Pasadena, California, we designed their visual brand identity and website with themes of restoration, strength, and community care.
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COMMUNITY RESTORATION
For Altadena CDC, we developed a bold visual brand identity centered around a structural, purposeful logo that reflects the organization’s mission of rebuilding, protection, and community cohesion. The bold forms and architectural sensibility convey strength and resilience, while a prominent half-circle motif creates a dome-like effect symbolizing shelter, preservation, and a communal hub that supports healing and long-term revitalization.
ANCHOR MESSAGE
A community hub set forth to preserve, rebuild and protect. In the wake of the devastating fires, they exist to prevent displacement, protect assets, and empower local families to rebuild generational wealth.
DESIGN STRATEGY
COLOR PALETTE + IMAGERY
The visual branding system draws deeply from the nature of Southern California - the textures, colors, and shapes of everyday life in and around Altadena and Los Angeles. The palette was intentionally inspired by the region’s vibrant natural and cultural landscape.
The mangoes, avocados, and limes bring warmth and vitality; the pavement, sea, and sand ground the identity in its environment; and hills, valleys, and bougainvillea introduce dynamic contrast and life. The bougainvillea, a Los Angeles staple in both public and private spaces, became a visual anchor, representing community beauty, endurance, and growth.
DESIGN INTENTIONALITY
A custom pattern built from hub shapes and radial lines reinforces the CDC’s role as a centralized point of connection and collective action. These geometric and organic elements work together to express movement, collaboration, and the cyclical nature of rebuilding and resilience.
EXECUTION
Social Graphics + Website Design
To support Altadena CDC’s mission, we designed a responsive website and social media system that function together as a central hub for information, resources, and community connection. The website was intentionally structured to be clear, accessible, and welcoming, serving as a place where families and stakeholders can easily find updates, recovery initiatives, and tools for long-term rebuilding.
The social media graphics extend the visual identity beyond the site, allowing Altadena CDC to quickly share wildfire awareness, recovery efforts, and calls to action. Using bold typography, hub-inspired shapes, and the California-influenced color palette, the system ensures visual consistency while remaining flexible - helping the organization communicate with urgency, empathy, and impact across digital platforms.
