Founded by Jaylen Brown of the Boston Celtics, The 7uice Foundation partners with institutions, organizations and social change leaders to bridge the opportunity gap for youth in traditionally underserved communities.

In lieu of upcoming program restructuring, the non-profit wanted to explore logo options independent of Jaylen Brown’s personal brand. One stipulation was that the logo and logomark retain the number “7”.

Considering the name 7uice, is a play on the idea of “juice” or energy, I decided to work in a subtle nod in the form of a lighting bolt. Taking things beyond just a logo refresh, I developed a cohesive and inspiring visual brand identity that would be scalable and resonate with The 7uice Foundation’s mission, its team and its audience.