Pathfinder rebrand
the problem
In 2021, Pathfinder's brand identity had remained unchanged for several years, and it needed a refresh. I believed that an update of the color choices, font selection, and graphic standards would modernize and elevate the organization’s brand identity.
I collaborated closely with Pathfinder’s Chief Communications Officer and the Communications team to spearhead the successful Pathfinder rebrand initiative in 2021.
Below is a short case study on the project.
previous Pathfinder logo, color palettes
screeenshot of previous website
updated color palette
updated brand fonts
the solution
colors and fonts
One of the main pain points was Pathfinder’s color palette. The existing color palette relied heavily on bright blue and purple tones, with few darker secondary colors to provide balance. While Pathfinder's dynamic client photography was one of its strongest visual assets, the overly bright colors often clashed with or overpowered the imagery, creating a sense of visual competition rather than harmony.
In selecting the new color palette, I aimed to complement the photography, allowing the colors to take a supporting role while the photos and stories remained the focal point.
For typography, I opted for clean, modern sans serif fonts to create a more contemporary and polished look.
graphic standards
I also implemented updated graphic standards that highlighted a client-centered, modern, and professional aesthetic, featuring clean lines and shapes. The new approach ensures that the brand colors enhance the design without overwhelming it.
In line with Pathfinder’s client-centered values, I stressed the importance of avoiding color overlays on client faces and selecting images that directly relate to the program or country being featured.
previous graphic standard
updated graphic standard