Lafayette Juniors
Lafayette Juniors
From relaunch to revival
Bess creator and Juniors President Christy Mack, with support of the Juniors’ board and Oakland designer Megan Peterson, revived and relaunched the brand of this grassroots nonprofit organization founded in 1953 by the late Betsey Young, a lifelong Lafayette resident.
Christy and Megan honored the rich history of the Juniors’ identity, keeping the leaf structure that was part of the original logo, but updated the color palette and chose a clean, modern font to bring the brand forward in time.
Christy and Megan made the letters in the Lafayette Juniors name all lower case to give the brand a current look. They created another version of the logo using just the initials LJ in capital letters for a surprising twist – and for use when space was tight.
Christy supported the Juniors organization in relaunching the brand online, in print + at events. The brand’s vibrant, airy, streamlined design has made the organization easily recognizable in the Lafayette community and beyond, contributing to increases in fundraiser attendance, donations, partnerships, and volunteers.
The Juniors have raised more than $500,000 dollars for Bay Area nonprofits since the brand’s refresh, filling basic needs such as food, clothing and shelter for the unhoused, immigrant families, battered women and children, foster teens, and seniors, right in Christy’s own backyard.