Seasoned Accelerator LA

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

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Design Process & Implementation ︎︎︎

To develop the Seasoned Accelerator logo and branding, I sketched countless pages of ideas and concepts. Shown first is a small grouping of different hand-drawn and digital sketches. Second is a preliminary logo development chart for a few key design directions.

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.

The palette of the brand was decided based on organic, food related colors.

The main logo is shown here in both its full color variation and black ansd white variation.

As well as multiple physical marketing tools, a digital campaign was also launched. In order to present the logo, this gif was created.