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Branding Style Guide 
CASE STUDY

Project Overview

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Nu Growth Preservation (NGP) is a cultural initiative dedicated to celebrating and preserving Black hair as a living art form. The goal of this project was to design a cohesive visual identity system that reflects heritage, creativity, and cultural pride while remaining modern and adaptable across multiple platforms.

 

The deliverable for this project was a comprehensive brand style guide that defines the organization’s visual language, including logos, typography, color palettes, and brand applications.​​

The Mission

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Nu Growth Preservation exists to celebrate, preserve, and reimagine Black hair as a living art form rooted in culture, shaped by memory, and propelled by innovation. Through education, cultural programming, and creative platforms, the organization honors the traditions of the past while inspiring new generations to explore the limitless possibilities of Black hair as a symbol of identity, artistry, and freedom.

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This mission guided every design decision throughout the branding process.

Design Goals

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The brand identity was created with several core objectives:

  • Celebrate cultural heritage through bold and meaningful design.

  • Create a modern visual identity that resonates with younger audiences.

  • Ensure consistency across marketing materials and digital platforms.

  • Highlight creativity and artistic expression, reflecting the artistry of Black hair.

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Logo System

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The NGP logo system was designed to be flexible and adaptable for different contexts.

 

Primary Logos

The brand includes multiple primary logo variations:

  • Main vertical logo

  • Horizontal logo

  • Alternative vertical logo variations

 

These variations ensure the brand remains recognizable across different layouts and applications.

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Secondary Marks

Additional assets include:

  • A secondary vertical logo

  • Avatar / watermark icon

 

These marks allow the brand to scale effectively across social media, merchandise, and branded content.

visual patterns

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Custom patterns were developed as supporting brand elements. These patterns can be used for:

  • Background textures

  • Merchandise design

  • Event branding

  • Social media graphics

The patterns reinforce the artistic nature of the brand and create visual depth across brand materials.

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Color Palette

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The color palette was intentionally chosen to reflect richness, culture, and warmth.

Primary Colors

Ruby Woo = HEX: #810000
A deep red representing strength, pride, and heritage.

Vanilla Crème = HEX: #EEEBDB
A soft neutral tone that balances the boldness of the palette.

Secondary Colors

Espresso = HEX: #1B1717
A dark tone that provides contrast and grounding.

Rooted Cherry = HEX: #630000
A deeper red that reinforces the brand’s bold identity.

Accent Colors

A range of vibrant accent colors were included to support creative applications and bring energy to digital and event materials.

These accent tones allow the brand to remain expressive and adaptable across visual platforms.

Typography

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Typography plays a major role in expressing the brand's personality.

Header Typeface

Asling

Used for titles and large display text.

Design characteristics:

  • Tight tracking (-10)

  • Expanded horizontal scale (350%)

This creates bold, impactful headlines that command attention.

Body Typeface

Montserrat

Used for:

  • Body copy

  • Subheadings

  • Supporting text

Montserrat was chosen for its readability, modern aesthetic, and versatility across print and digital mediums.

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Brand Applications

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To demonstrate how the identity system functions in real-world scenarios, several mockups were created including:

  • Branded marketing materials

  • Promotional graphics

  • Event visuals

  • Merchandise concepts

These mockups show how the logo, colors, and typography work together to create a cohesive visual identity.

Design Impact

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The Nu Growth Preservation brand identity provides a strong visual foundation that:

  • Honors Black hair culture and history

  • Supports educational and cultural initiatives

  • Creates a memorable and recognizable brand presence

  • Allows flexibility for future campaigns and creative programming

The design system ensures NGP can maintain consistency while still evolving creatively.

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