LOOP ROOTS FOUNDATION
Brand Strategy & Identity · Creative Direction · Messaging & Storytelling
TAKEAWAY
The project established a shared brand foundation for LoopRoots’ creative and communications work. Visual guidance, messaging, and storytelling frameworks gave collaborators a reference for presenting the organization across digital content, fundraising, and community outreach.
Purpose deserves a clear expression. This work brought strategy, identity, and storytelling together to help LoopRoots communicate the breadth of its mission with consistency and care.
111
total page views across desktop and mobile.
58%
of page views on mobile
5
metropolitan areas represented
ALL PROJECTS
PROBLEM
LoopRoots Foundation supports families impacted by incarceration and people navigating reentry. With multiple programs and audiences to communicate with, the creative challenge was bringing that work into one cohesive brand story. Its identity and messaging needed to connect with families, volunteers, funders, and prospective partners while keeping dignity and community at the center.
SOLUTION
As Volunteer Creative Director, D’Shonda Brown led a brand audit and strategic repositioning, developing the visual identity and messaging frameworks to communicate LoopRoots’ mission more consistently.
The work connected brand guidelines, a copy style guide, and a social media handbook with founder storytelling and community-engagement recommendations. Creative direction extended across design, content, and UX/UI, helping collaborators translate the foundation’s programs into accessible, mission-aligned communications.
The approach centered warmth, clarity, and empathy—giving the organization a recognizable voice while treating the people behind its stories with care.