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City Without Orphans came to me at a moment of inflection.
After seven years of growth, they had built dozens of initiatives supporting foster families, children, and partner agencies—but those efforts weren’t aligned under a single, motivating purpose. The need was clear. What was missing was a reason people could believe in and act on.
My role was to help City Without Orphans clarify why they exist, align their work around a shared vision, and translate that clarity into language their team, donors, volunteers, and partners could consistently stand behind.
The result was a BrandBook® and messaging foundation that gave the organization a clearer voice, stronger internal alignment, and a more compelling case for participation—supporting increased momentum in both volunteer engagement and fundraising.
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@Monserrat Vazquez's work now spans brand identity, packaging systems, and cultural branding across organizations and startups.
None of that started with the perfect city, it started with the people in front of her.
Here are 3 lessons from 's journey:
- Brand identity sets the rules, everything else follows
- Freelancing alongside a job is a real transition strategy
- Confidence is a byproduct of experience, not a prerequisite
If you are a designer building solo, part of an agency or growing yours, this episode is for you.
Full conversation with @Monserrat Vazquez is now available: https://youtu.be/USrWTu7KRD0
P.S. Her matcha packaging concept started as a ritual idea, not a product idea.
Was great having you on the pod @Monserrat Vazquez
With every branding project, I design and present 2–3 different options for my clients, sometimes even one is enough when the vision is crystal clear.
The reason I show more? I like to push myself more creatively to explore beyond what's safe and normal.
A client might think they know exactly what they want, but the moment I go beyond the safe choice, they're often surprised by how much they love the more creative direction.
This was exactly the case working with BraveDuck+Robots, an experience design studio built around creativity, strategy and technology.
The brief was clear, but pushing past the obvious unlocked something far more interesting.
At the end of the day, we're here to serve our clients, but sometimes working with them means showing something they didn't know they needed.
