SEE-LA
SEE-LA is a non-profit organization aimed at creating a healthy local food economy in Los Angeles. Within SEE-LA are various organizations, innitiatives, and sub-brands, such as Seasoned Accelerator, eat!, and various farmers’ markets in LA County.
Seasoned Accelerator is a sub-brand of SEE-LA, a non-profit organization aimed at creating a healthy local food economy in Los Angeles.
The revamp of their banding emphasizes sustainability & small business growth. The program largely serves immigrant entrepreneurs, & entrepreneurs of color, particularly women of color who form the majority of SEE-LA’s food vendors.
Project Type: Brand & Identity
Role: Designer
Co-Designer, Creative Director: May de Castro, Studio de Castro
Click and drag images to see how they interact with each other!︎︎︎
![](https://freight.cargo.site/t/original/i/98c910be2d160938c1ece6f0234751fdec4744cc17da14ce7514b61bc2657fde/Seasoned-LA-Laptop.png)
![](https://freight.cargo.site/t/original/i/983405f4d2c1894e5f173ef8dbb6f04803674ef982df5d09efa7462cb60c6495/Flat_T-Shirt-Mockup_VintageWhite_01.png)
![](https://freight.cargo.site/t/original/i/102b1dda3adb135e0938b5b9f7e4bec6a8411f789c6951d2c1a11806d1696834/SEELA_Vendor-Highlight.gif)
Design Process & Implementation︎︎︎
![](https://freight.cargo.site/t/original/i/1d741bec18852147404f620a3e7a4ba2ba41810fe006541a38296474f04fbf2b/Seasoned-Accelerator-Sketches-01.jpg)
![](https://freight.cargo.site/t/original/i/79c8437d2da209fe72ab1a6e3834b6ef83a361436c6a6e621e74726963db2f03/Typography-Sketches-1.6_mm-01.jpg)
![](https://freight.cargo.site/t/original/i/efad51dd913d04eb566845a361d1c9a1f2fbcd80ab2edbfee40cf1d14b65103b/Seasoned-LA-Type-03.png)
To compliment the hand-made and organic message of Seasoned Accelerator, the typeface Critrus Gothic was chosen for the base of the logotype. Raleway Regular was used for any body copy or sub-text.
![](https://freight.cargo.site/t/original/i/9f0c1721b9d44549633cd4daf579b3b91696ecf8b833b1e9d2b6af7227f71b19/Seasoned-LA-Colors-05.png)
The palette of the brand was decided based on organic, natural food colors.
![](https://freight.cargo.site/t/original/i/e6ef3f7d84800371331b565e6b716b72b44565b3e2750d637ea7597e43982d48/Seasoned-Final-Logo-B_W-02.png)
![](https://freight.cargo.site/t/original/i/0b981b9bfa51d2731690a181d08ba8f317d9ca1dd25dab19d95bcccf117c458f/Seasoned-Final-Logo.png)
The main logo is shown here in both its full color variation and black ansd white variation.
![](https://freight.cargo.site/t/original/i/a4c0e1b6d0f3994a0f09f1580e17c4032f9766970acdc357a0c339e1ca225446/Seasoned-Accelerator-Logo.gif)
As well as multiple physical marketing tools, including brochures and flyers, a digital campaign was also launched. In order to present the logo organically through digital means, this gif was created.