In order to produce a new brand identity for Jacksonville Community Action Committee, I went through several logo iterations that pulled at various elements of their work and of the Jacksonville tradition of struggle. For example, I experimented with a fist smashing the handle of an ax in reference to Ax-Handle Saturday, a brutal racist attack by the KKK in Jacksonville during August of 1960. All iconograph was custom made in Illustrator and then presented to the JCAC committees for feedback.

Ultimately, we went with a Black Power fist behind a rising sun on a suspension bridge with 7 cables, to represent the 7 bridges of Jacksonville. 

After the logo was selected, it was extrapolated into a brand identity and new set of guidelines for the Communications Committee to abide by while making new content.