EMMA LUNDGREN IS:
A COMMUNICATION DESIGNER
EARNESTLY ORGANIZED
A PROFESSIONAL FIDGETER
A PUZZLE PARTNER
GRAPHICALLY ALIGNED A SCOPE SOLVER
FORGOTTEN HARVEST
Sponsored Project Rebranding, Identity System, Research, Icon Language
Forgotten Harvest is a local non-profit food distributor that rescues food waste and delivers 144,000 pounds of surplus food per day, providing families in need with fresh and nutritious food free of charge. They are the one of the largest non-profit organizations in Metro Detroit and despite their great history and recognition, they possessed an outdated and disjointed brand identity. Sponsored by Mercedes Benz Financial Services, I was chosen along with a team of 6 other designers to research food waste, food insecurity, and the impact of Forgotten Harvest in order to design a complete rebrand of their identity.
Work created in collaboration with: Andrea Fredriksen, Madison Lalonde, Brooklin Bekolay, Marie Gangloff, Zach Baker, Nick French
Work created in collaboration with: Andrea Fredriksen, Madison Lalonde, Brooklin Bekolay, Marie Gangloff, Zach Baker, Nick French
Based on a solid grid system that mimics the measurements of their produce boxes, we developed a set of inconographic elements that reference the distribution, the pantry and the produce of their organization. All icons were built upon the same shape language of seeds stems and leafs which connected to our newly developed brand promise of cultivating hope in the community. Combined with our clean and simple word mark, the icon system could be applied to scalable patterning on trucks, boxes, stickers, stamps and more.
Process // Mind Mapping
Internship Experience
Following the sponsored project, I was hired on to create banners and wall graphics for their newly constructed volunteer warehouse. My task was to create energetic, fun and youthful designs that combined some of the iconography and language developed by my student project while still blending it into current Forgotten Harvest branding principles.
Over the course of 3 months I created various versions of these products as well as a truck wrap design that tied in to the bold visual style in the warehouse. I also provided FH with style guidelines for the icons and colors so they could utilize the system in future projects.
