Cass Santos
The 7uice Foundation
CHARGE FORWARD
The 7uice Foundation needed to outgrow its founder's shadow while amplifying its mission.
Jaylen Brown built 7uice on a simple truth: opportunity shouldn't be a privilege. The foundation tackles youth development, financial literacy, and community impact by creating real pathways, not just programs.
But as 7uice expanded its reach, it faced a critical challenge. How do you scale authentic community work without losing the energy that makes it matter? The foundation needed an identity that could operate independently while staying rooted in purpose.
I developed a kinetic brand system built on movement and momentum. One that flexes from neighborhood workshops to national partnerships, always carrying the same drive forward.
STRATEGY
The challenge was to create a brand that felt as dynamic and urgent as the work itself. The foundation isn't just a nonprofit, it's a movement. So I built an identity system rooted in energy and motion, designed to feel kinetic and electric across every touchpoint. The brand needed to be scalable and culturally resonant while capturing the raw momentum behind the mission.
THE LOGO
The "7" became our power symbol. A bold mark that integrates a lightning bolt motif, capturing both energy and progress in one strike. This isn't just a number. It's an icon that carries the foundation's momentum into every community it touches.
TYPOGRAPHY
The Pipe typeface family brings geometric precision with a human touch. Clean lines and balanced proportions that feel approachable without losing sophistication. Built for versatility, Pipe works equally well in bold headlines and detailed text. It gives 7uice a voice that's both strong and accessible.
KINETIC ELEMENTS + SURGE
The kinetic element system brings energy and motion to every brand touchpoint. Inspired by the pulse of progress, these dynamic shapes form a flexible visual language that adapts across platforms while keeping that sense of constant forward motion.
Surge represents momentum and the pursuit of progress. The figure reaches for the same lightning bolt that lives in the 7uice logo, creating a visual metaphor for the foundation's mission: creating access, fueling opportunity, pushing forward.
A SYSTEM IN ACTION
Here's where all the pieces come together. The identity system flexes across community events, digital campaigns, and program materials while keeping that kinetic energy alive. It's built to move with the foundation as it grows, always feeling urgent and purposeful no matter where it shows up.
