A Human-Centered Brand for a Tech-Driven Mission
CLIENT
Cadasta Foundation
PROJECT TYPE
Branding
ROLE
- Graphic Design
- Art Direction
- UI/UX Design
- HTML Development
TOOLS USED
- Adobe Creative Suite
- Adobe After Effects
Founded in 2015, Cadasta Foundation develops and promotes using simple digital tools and technology to help partners efficiently document, analyze, store, and share critical land and resource rights information. By creating an accessible digital record of land, housing, and resource rights, Cadasta “helps empower individuals, organizations, communities, and governments with the information they need to make data-driven decisions and put vulnerable communities and their needs on the map.”
She developed and implemented scalable design systems that maintained consistency, flexibility, and credibility across every touchpoint—from sales collateral and digital templates to conference booths and in-product branding.
Her work positioned 98point6 to speak clearly and confidently to its healthcare audience—while enabling cross-functional teams to move fast without sacrificing polish or cohesion.
The Brief
Cadasta hired Alexis Franklin to refresh its brand identity and position the organization as both a credible authority in the international land rights space and a modern, tech-forward nonprofit. While the organization had a trademarked logo, its supporting color palette and visual elements lacked the energy, warmth, and clarity needed to stand out in a competitive global landscape.
She was responsible for redesigning all core marketing and product-facing materials, supporting a new go-to-market strategy, and building systems that could support non-designers in producing consistent, on-brand content.
Retractable Sign
Business Cards
The Challenge
Cadasta’s brand needed to resonate with a diverse audience, from grassroots community members to government officials. The identity had to convey professionalism and trustworthiness while remaining vibrant, approachable, and people-focused. The challenge was to create a system that could adapt across marketing materials, conference collateral, and the organization’s technology platform—used in environments ranging from urban centers to remote regions with limited resources.
Brochure
Video
The Approach
Alexis began with an in-depth analysis of similar organizations, identifying common design patterns, strengths, and gaps. The research revealed that while many in the sector emphasized their commitment to people, few successfully balanced that human-centered mission with a forward-looking, tech-driven brand presence.
She presented three brand directions, with the final selection being a lively, vibrant visual identity that felt hopeful and energetic while maintaining credibility.
- Colors: A primary palette of green, blue, and yellow communicated stability, dependability, creativity, and growth—aligning with Cadasta’s mission and values.
- Typography: Simple, legible typography ensured accessibility across devices, including older tablets used in the field.
- Photography: Bright, authentic images featured diverse communities and avoided overly Western architectural references, creating a global, inclusive feel.
Email Invitation
Newsletter
Infographic
The Impact
The updated identity made Cadasta instantly recognizable within the international land rights community. At global conferences, the brand’s fresh visual presence conveyed stability, energy, and professionalism, enhancing credibility despite the organization’s small size. The new system provided a flexible, scalable foundation that supported both advocacy and technology initiatives.