Branding / marketing collateral
Reimagining GRIP’s Nonprofit Identity for Greater Impact
Designing a Visual Identity That Inspires Connection and Action
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About
When it comes to transforming lives,
GRIP Training Institute
leads with heart. Through their program,
Guiding Rage into Power
, they empower incarcerated individuals across California with tools for healing and rehabilitation. As a nonprofit working in the uniquely sensitive context of rehabilitation, GRIP needed a
visual identity
design that captured the power of their mission while also honoring the humanity and journeys of those they serve.
The Challenge
GRIP’s work impacts a varied audience. From incarcerated individuals seeking a second chance to survivors of violence rebuilding their lives, from families looking for hope to policymakers and nonprofit allies driving systemic change, their brand needed to connect across diverse groups. The challenge was to create a visual identity design that captured the heart of GRIP’s work while being versatile enough to adapt to every platform and audience.
Adding to the complexity, their primary audience — incarcerated individuals — would rarely interact with the branding directly. Instead, the materials needed to bridge the gap by reaching the people who support and advocate for GRIP’s mission: families, survivors, nonprofit partners, and policymakers. From nonprofit social media campaigns to heartfelt letters, the branding needed to adapt seamlessly while maintaining a unified and authentic voice.This moment marked a significant turning point in GRIP’s evolution. Having recently transitioned from their former identity, Insight-Out, GRIP sought a refreshed brand—one that honored their growth while staying grounded in their established values. In partnering with a randing agency for nonprofits, GRIP sought an updated visual identity design that could inspire trust, foster a sense of possibility, and reflect the humanity and transformation that define their mission.
What We Did
- Discovery Workshops
- Visual Identity Design
- Photography Direction
- Brand Guidelines
- Marketing Collateral Design
- Social Media Templates
Our Approach
Nonprofit Branding Agency Expertise in Action
At Oak Theory, we pride ourselves on centering diverse perspectives in everything we create. For GRIP Training Institute, we applied our comprehensive process to uncover how their brand was perceived internally and externally. Through workshops with key stakeholders and program facilitators, we explored GRIP’s mission, values, and goals, and these sessions allowed us to identify past challenges. We were then ready to chart a clear path for their evolution into their refreshed branding as GRIP Training Institute.
Our goal was to design a visual identity that was dynamic, approachable, and empowering while avoiding tones that felt overly serious or institutional. We approached every aspect of GRIP’s branding, from typography to logo design, with the goal of making it feel empowering, dynamic, and approachable, reflecting their mission of transformation and hope.
We began by listening carefully, organizing two key workshops to ground GRIP’s rebranding in their mission and values:
- A stakeholder workshop focused on uncovering how GRIP’s brand was perceived at the leadership level, to help align it with future goals.
- A program facilitators workshop that explored the perspectives of those actually delivering GRIP’s program, ensuring the rebranding authentically represented their day-to-day work and values.
These sessions revealed discrepancies between GRIP’s previous branding and their evolving identity, equipping us to create a refreshed visual language that bridged these gaps and brought their mission to life.
The GRIP logo incorporates two key elements: an upward arrow and a vibrant circle. Together, they represent a journey of transformation, growth, and resilience, moving from old patterns toward empowered, positive change. The clean, modern design ensures the logo is both timeless and impactful across all mediums, from print to digital platforms.
We chose a thoughtful palette of deep purple, gold, stone, and neutral tones to break from traditional color schemes often associated with institutional settings. This palette reflects GRIP’s restorative values and emphasizes the empowerment, healing, and dignity that the organization champions.
The deep purple signifies resilience and transformation, while the gold evokes hope and optimism. Stone and neutral tones ground the brand in authenticity and approachability. These colors were designed to be versatile across contexts, making up a brand that felt cohesive yet dynamic.
We chose Roboto Slab and Archivo as the primary and secondary typefaces to balance professionalism with approachability while ensuring accessibility for all audiences. Roboto Slab’s structured, geometric design delivers clarity and impact, while its soft curves add warmth. Archivo complements this with a clean, friendly style that enhances readability across print and digital. Both typefaces were selected for their legibility and versatility so that GRIP’s messaging could remain clear and inclusive, even for individuals with visual impairments or reading challenges.
To bring GRIP’s work to life visually, we developed a photography style guide rooted in authenticity and humanity. Candid, high-resolution images focus on real moments of genuine and unposed connection, collaboration, and growth. With diverse representation, confident subjects, and natural lighting, GRIP’s photography captures the warmth and transformation at the heart of their mission.
We crafted the social media designs to be versatile and effective, ensuring GRIP’s messaging reaches its audiences with clarity and intention. Clean layouts, bold typography, and a warm color palette convey optimism and strength, while imagery captures genuine moments of connection and learning. These flexible designs allow GRIP to share event announcements, testimonials, and program highlights with a consistent and visually engaging presence across platforms, giving them the tools to maintain an impactful social media presence for years to come.
the results
Robust Branding for Nonprofits
Our collaboration with GRIP Training Institute resulted in a bold, cohesive brand that empowers their mission and amplifies their impact. With the project completed two months ahead of schedule, just in time for GRIP’s end-of-year fundraising campaign, our key deliverables included:
- Refined visual identity: A new logo design, thoughtfully crafted color palette, and accessible typography that reflect growth, resilience, and transformation.
- Comprehensive branding guidelines: A clear framework for logo usage, typography, color palette, iconography, and photography style to ensure consistency across all materials.
- Digital assets and tools: Custom social media templates designed to share GRIP’s story, promote events, and engage supporters effectively.
- Versatile marketing collateral: Professionally designed letterheads aligned with GRIP’s updated brand identity.
WORDS FROM OUR CLIENTS
“I’ve only had a few experiences with brand and logo services, and they’ve all been lacking. The agencies didn’t really connect with what I believe is important — the heartfelt purpose behind what we do. It often felt more superficial. Although I went into this project with my own biases and prior experiences, I was excited to see Oak Theory approach it in a way that felt authentic and true to our people and our values.”
— Kim Moore, Executive director at Grip training institute
“We were excited to see the creative direction Oak Theory would take, and they delivered in spades. Not only did they refine our current logo, but they also explored alternative options that could serve us well as we continue to evolve in the future. From a creative and strategic point of view, they proved themselves to be real partners.”
— sardara tangirala, marketing & communications director at Grip training institute
Wondering How to Brand a Nonprofit Organization with Impact?
Your brand is the bridge between your mission and the people who need to hear it most; it’s only natural that getting it right should be a first priority. Whether you’re looking to cut through the noise or create a visual identity that inspires action and builds trust, we’re here to bring your vision to life.
At Oak Theory, we specialize in branding strategies that connect deeply, stand out boldly, and make an impact where it matters most. Ready to see what top-tier branding can do for your organization? Let’s talk.
WHAT WE MADE
