7UICE FOUNDATION
A scalable, inspiring, & mission-driven brand identity
(Client)7uice Foundation
(Year)2024
(Services)Branding, Spec Work
CHARGE
FORWARD
The 7uice Foundation is a catalyst for change, empowering underserved communities through education, mentorship, and equity-driven initiatives.
Jaylen Brown founded the 7uice Foundation on the belief that opportunity should be universal. Focused on youth development, financial literacy, and community impact, it provides the resources, programs, and connections needed to break barriers and build pathways to success.
As the foundation grows beyond its ties to Jaylen Brown’s personal brand, its identity must be ownable, scalable, and culturally resonant.
The solution: a kinetic identity system rooted in energy and movement — built around the 7 as a power symbol, a bold typographic voice, and a flexible graphic language that scales across platforms, from grassroots initiatives to national partnerships.
A system, not just a logo
The rebrand started with a core idea: energy as a design language. The brand had to feel kinetic, electric — something you could see in motion, feel in action. That meant creating more than a single mark; it required a modular system designed to scale, adapting seamlessly across everything touchpoint.
The “7” as an Icon → A bold, ownable mark that integrates a lightning bolt motif, reinforcing both power and progress.
Typography as Impact → Condensed sans-serifs + heavy display fonts, big statements, no filler.
High-Contrast Color Palette → Sharp, disruptive, unmistakable.
The Kinetic System + Surge
The Kinetic System is set of dynamic, scalable shapes designed to bring energy, motion, and texture to 7uice brand assets. Inspired by the pulse of progress, and the raw momentum behind the foundation’s mission, these forms act as a flexible visual language capable of forming patterns, textures, and backdrops across multiple brand applications.
Surge is a supplementary brand element that represents momentum, ambition, and the pursuit of progress.The figure is in motion, reaching for the same lightning bolt that exists in the negative space of the 7uice logo, reinforcing the foundation’s mission: to create access, fuel opportunity, and push forward.
The tone has to match the mission
The 7uice Foundation isn’t just a nonprofit; it’s a movement. The tone of voice and brand identity must reflect that same intensity and purpose.
The language is bold because the mission demands it.
The energy is high because the work is urgent.
The brand is confident because the impact is real.
