F Minus

Director of Digital — LOGO, branding, strategy, and consulting

F Minus is a climate group that tracks lobbyists who simultaneously represent both fossil fuel companies and victims of the climate crisis. I began collaborating with the Executive Director before their launch in July 2023, where I developed the logo, initial brand aesthetics, and consulted on the website's development.

In the spring of 2024, I officially joined F Minus under contract as the Director of Digital. My initial tasks included branding and promoting a protest in Portland, OR, followed by expanding the brand’s visual identity, auditing social channels, and developing a forward-looking strategy with a keen eye towards agility considering the ad-hoc nature of responding to current events. To achieve this, I created a distinctive design system for top-line posts, using a limited color palette and digital collage techniques to set F Minus apart from more moderate climate organizations. The aim was to strike a balance between conveying the seriousness of the climate crisis and highlighting the absurdity of lobbying laws and client relationships. I also provided guidance on campaign concepts, copywriting and developed impactful messaging, as well as templates with a more somber, data-rich, or editorial tones.

Beyond design and strategy, I've had the opportunity to research regional climate issues and their advocates within a national context, connect with movement leaders, and build partnerships across the country to strengthen our collective efforts for a greener and more sustainable future. Additionally, I've served on marketing communication committees of other environmental non-profits across the country, not just as a representative of F Minus but also contributing a unique perspective and skill set from my background in design, marketing, PR, and DIY.