LeverageIN
Visual Identity
Project Type
Brand Identity
Year
2025
Role
Brand Designer
Project Team
Alex Tudun, Mr Dayo
Knowledge dies when it's not documented. Ideas get lost, processes disappear, and the next generation starts from scratch. LeverageIN is a non-profit that preserves impactful actions through conferences and other mediums—creating a sustainable knowledge base where insights become lasting resources that can be repeated, adapted, and built upon. The challenge was creating an identity that communicated preservation and amplification without looking academic or archival. The brand needed to say "foundation" and "forward momentum" at the same time; documenting what matters while propelling it forward.
I created logo variations, patterns, and a library of graphic elements that extend the identity beyond logos and colors. The logomark is a bold "IN" balanced on a slightly angled platform—a lever that represents amplification through preservation. Two patterns anchor the system: Pattern 1.0 mirrors flipping book pages (the core identity), while Pattern 2.0 reflects ripples (how learning spreads). The graphic elements; maps, towers, steps, megaphones, archways etc; are built from the same geometric language, each representing different aspects of knowledge-sharing. The color system also was intended to reinforce the brand's values. The identity was designed to enhance the brand's message without overwhelming it, giving designers creative freedom while maintaining consistency. Everything connects back to one idea: providing a platform that turns knowledge into leverage.
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