3rd Edge
As a leading human services organization in Central New Jersey since 1969, PRAB needed a brand that could carry both its history and its future. The identity had to reflect decades of impact with immigrant families while supporting continued growth, all without feeling institutional or distant. We focused on clarity and confidence, creating a look and voice that feels welcoming across ages, languages, and neighborhoods.
We developed an energetic visual system rooted in PRAB’s community and the optimism of new immigrants. Color, typography, and graphic rhythm work together to create a brand that feels expressive and human, while still being structured enough to scale across materials, from small-format pieces to large environmental applications.
To support consistency, we built a practical system of templates, newsletters, email, merchandise, and vehicle graphics so staff can apply the brand easily in day-to-day work without losing cohesion.
We paired the identity with storytelling that brings PRAB’s impact into focus. In partnership with director Melvin Estrella, we produced three beneficiary profile videos that center residents’ voices, showing why they came to PRAB, what support looked like, and how their lives changed. These stories, along with staff and donor communications, help connect the organization’s work to real outcomes, making the brand feel lived-in rather than abstract.
