Reimagining a 40-Year Legacy for the Next Generation Some projects are about aesthetics. Others a...

Reimagining a 40-Year Legacy for the Next Generation Some projects are about aesthetics. Others a...Reimagining a 40-Year Legacy for the Next Generation Some projects are about aesthetics. Others a...

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Jéssica Leonel

pro

• 15h

Reimagining a 40-Year Legacy for the Next Generation

Some projects are about aesthetics. Others are about impact.

GAPA/SC has spent more than four decades supporting communities, promoting HIV prevention, defending human rights, and creating spaces of care, dignity, and belonging. As the organization enters a new chapter, I was invited to help reshape how its story is communicated visually.

The challenge wasn't simply to redesign a logo. It was to create a brand system capable of carrying a 40-year legacy into the future.

The project included:

• Brand identity redesign • Visual system and supporting graphic elements • Custom patterns and merchandise applications • Institutional presentation materials • Social media visual direction and content framework • Website design and development (currently in progress) • Communication assets for future campaigns and initiatives

The new identity was built around the values that define GAPA's work: community, prevention, dignity, rights, territory, affection, and resilience. Every visual decision was made to strengthen recognition, improve communication, and help the organization connect with new generations without losing the essence that made it relevant in the first place.

Beyond the logo, this project is about building a stronger platform for advocacy, education, and social impact.

I'm proud to contribute to the evolution of an organization whose work continues to transform lives — and to help create the visual foundation for its next 40 years.

Alex K

pro

• Jun 15

Bento grid design collection Visual and Web Design

Paper Claude Framer

Haider Irshad

• Jun 15

Which tool do you use to animate your designs ?

Marta Wasilewska

• Jun 15

Designing objects that feel like they already belong in the world — before they even exist

This project explores a complete brand identity and marketing system designed for a customer who values discretion, confidence, and quiet status — rather than loud communication.

Completed work

Brand Design 3D Modeling Adobe After Effects Adobe Photoshop freelancerlife Product Design branding

Varun Bhagtani

• Jun 17

The level of craftsmanship here is incredible. The premium feel isn't just visible - it's something you can genuinely sense throughout the entire presentation. Beautifully executed. 👏

Luis Ramirez

pro

• Jun 15

With the World Cup bringing so much energy back around fútbol, I wanted to reshare a past concept I designed: Futbol Museum Redesign.

This project was a digital museum/website concept exploring how football history could be presented in a more visual, editorial, and engaging way.

The goal was to make the experience feel more than informational.

I wanted it to feel like a tribute to the culture of the game — the players, moments, emotion, national identity, and history that make fútbol so powerful.

For this concept, I focused on:

• Editorial-style layouts • Strong visual hierarchy • Museum-inspired storytelling • Minimal but bold design direction • A digital experience that feels historic but modern

Revisiting this project now is a good reminder of how much design can shape the way people experience culture, sports, and history.

Fútbol is more than a game.

It’s memory, identity, and emotion — and that’s what I wanted this concept to capture.

Check it out