A t-shirt mockup displaying the Chattanooga Fellows badge, designed by Serve
Chattanooga Fellows

Expanding a non-profit's brand for strategic marketing

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April 2, 2018

About the Client

The Chattanooga Fellows are a group of recent college graduates that take one year after graduating to explore how their Christian faith and their new lives as young professionals interact.

They do that through placements in companies that have aligned themselves with the Fellows, studying Scripture, and engaging with the community. As a Christian myself, I’m deeply interested in their mission. I’ve also had the opportunity to speak at one of their lunch-and-learns for two years in a row about my experience as a DREAMer. All that to say, when Jonathan reached out about their branding, I was thrilled to help.

Web Design
Web Development
Icon Design
Print Design
Social Marketing

Create a badge for collateral

Jonathan let me know that he really liked their current logo design - a wordmark in a lovely serif typeface called Cheltenham. But, the wordmark is quite simple and he wanted to develop a seal design that had a little more presence he could use in marketing. He specifically mentioned needing to use the seal on swag, on promotional materials, and on social media.


Define a color palette

In our discovery meeting, I made three proposals. The first was to define a color palette (the wordmark was set in black on a white background). Consistently using brand colors is a great way to help people recognize your brand.


Create a "CF" monogram

The second proposal I made was to develop a monogram. Chattanooga is a long word and becomes tough to read as it gets scaled down. That’s particularly true on social media where profile pics are smaller than a penny.


Create mobile-ready assets

With their small staff, social media is an accessible way for the Fellows to market to graduating seniors. They need beautiful assets made especially for social channels.

01 | Create a badge for collateral

A seal system

My goal was to create 2 or 3 variations for Jonathan to look at. But, as I worked on the variations, I had the idea of presenting him with a “seal system.” Instead of selecting one of the variations and archiving the others, he could have all of them at his disposal.

  • The main seal has the “CF” monogram at its center encircled by the keywords of the Fellows’ slogan. It also has the original logo below the seal to make sure anyone who is not familiar with Fellows can learn their name.
  • The alternate seal design incorporates the name and the slogan as a secondary element with the monogram as the primary element. This seal could be used in a more supportive situation where the wordmark was already present elsewhere.
  • Last, I wanted to provide Jonathan with a seal that incorporated the slogan in its entirety. It could only be used in large sizes, since the smaller text would be illegible if it were scaled down.

02 | Define a color palette

Classic sophistication

For the Fellows, Jonathan wanted the brand to feel serious and professional. College grads are ready to mature to the next level of their adult lives. He wanted the Fellows’ brand to match their aspirations. We settled on trying a gold and navy palette, a classic combo that hints at professionalism and tradition.

03 | Create a "CF" monogram

Evolving Chattanooga

For the monogram, I combined the bottom of the letter "C" into the crossbar of the letter "F". That allowed me to keep the monogram fairly narrow, perfect for smaller contexts.

04 | Create mobile-ready assets

The social seal

Simplified to its most basic form, the social seal is ideal for social media profile pics and favicons.

Jose was amazing to work with. He listened to my needs, gave great recommendations, and the Chattanooga Fellows ended up with an amazing addition to our branding. Would highly recommend.

Jonathan Ingraham

ED, Chattanooga Fellows

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