Anessa Tam
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YEAR
2024
PROJECT
Branding
Print & Collateral
OBJECTIVE
The goal of this rebrand was to refresh the visual identity of CAPE. After research and analysis of their existing materials, the logo, color palette, typography, website, and iconography felt outdated and lacked alignment with the organization's mission. The redesign aims to better reflect CAPE's work and audience—bringing clarity, warmth, and a kid-focused spirit to the brand while improving its overall coherence.
APPROACH
To infuse CAPE's brand with a renewed sense of energy and playfulness, the logo has an integrated lightning bolt into the letterform—symbolizing movement, vitality, and the spark of early learning. A bold, rounded sans serif typeface enhances the legibility while maintaining a friendly, approachable tone. The decision to keep the logotype in lowercase was intentional; it adds a sense of softness and approachability that aligns with CAPE's focus on young children. A vibrant color palette of bright yellow and teal was introduced to bring warmth, optimism, and a sense of joy to the overal visual identity.
CAPE RE-BRAND
CAPE, Inc. (Community Association for Preschool Education) is a non-profit Head Start and preschool provider serving low-income families in eastern Alameda County. Their mission is to deliver high-quality preschool services that foster school readiness in young children, including social, cognitive, health, nutritional, mental health, and disability support. The program targets children aged 0-5, pregnant women, those in foster care or are homeless, and families at or below the Federal Poverty Level.