Brand Identity Web & Digital Assets — Agency: Michael Marshall Design
To Those Who Make Dreaming Possible
A community-centered campaign celebrating the mentors, family members, and supporters who help dreams take shape. Dream Makers honored those often left unrecognized—while driving donations to the newly renovated Martin Luther King Jr. Memorial Library.
Project Highlights:
Led a multi-round brand identity development process, including internal workshops and stakeholder reviews
Managed a two-person design team through all phases of production and client coordination
Delivered a brand identity, campaign assets, and microsite
Contributed to naming and messaging strategy during early discovery
Drove over 200 donations at launch and more than 4,000 throughout the campaign’s lifecycle
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DC Public Library Foundation, a local nonprofit supporting D.C.’s public libraries through strategic partnerships and funding initiatives.
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Client Representative, Creative Director, Creative Services Director, and two Senior Designers
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Develop the visual identity and brand strategy for the Dream Makers fundraising campaign
Design print and digital assets for a donor wall at the MLK Jr. Memorial Library
Produce a microsite and social media collateral to extend reach and visibility
Support messaging and naming recommendations
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Directed a team of two designers through concept development, refinement, and execution
Led internal workshops and creative reviews to guide visual strategy and stakeholder alignment
Managed project timelines, resource planning, and client communication
Supported campaign strategy, including naming and messaging development
Oversaw development of a microsite and virtual donor wall web application
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The campaign was created in conjunction with the reopening of the Martin Luther King Jr. Memorial Library, with the goal of encouraging community engagement through donor recognition. Aimed to encourage broader community participation by accepting donations at multiple levels, allowing anyone in the District to honor mentors, family, or friends who helped them succeed.
Although the campaign narrative and initial structure were largely predetermined, our team provided refinements on naming and messaging, helping solidify the tone and purpose of the campaign. The core deliverable was a full visual identity—including logo, color palette, and brand system—reflective of the campaign’s aspirational and inclusive goals.
Given the large intended audience, the logo development process was intentionally extensive. I structured the creative team’s early output around key themes from the brief, guiding designers to develop multiple distinct conceptual directions. This led to over 12 high-quality logo variations, which were reviewed internally and refined through 2–3 rounds of stakeholder feedback.
The final logo design incorporates DC flag-inspired stars and a circular motif symbolizing unity and inclusion. It was paired with a warm, contemporary color palette that aligned with the Library’s refreshed identity. In addition to the core identity, the team developed a microsite featuring campaign information and a “virtual donor wall” that mirrored the names on the physical installation.
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Campaign launched during the MLK Jr. Library’s grand reopening in September 2021 with over 200 initial donors
Donation count has since exceeded 4,000 and continues to grow
Visual identity and digital assets have become critical in ongoing fundraising and recognition efforts
Visit the campaign website here.
