The challenge

As a new nonprofit dedicated to supporting blue-collar workers, the Blue 72 Foundation needed a brand identity that captured its mission of trades helping trades. The goal was to create a logo and visual system that honored the strength of the trades, while expressing the compassion and community at the heart of the organization. This identity would then extend across the foundation’s website and outreach materials, helping donors, workers, and partners easily recognize and connect with the cause.

The solution

Step one: Building a meaningful mark
We began by designing a logo that reflects the Blue 72 story at a glance: a hard hat with a heart at its center. The branding uses bold fonts, balancing strength with empathy and support. The color palette draws from familiar safety tones—blues for trust and stability, with a bright accent that signals action and energy—creating a professional yet approachable feel that resonates with the trades community.

Step two: Extending the brand to print and online
With the logo as the foundation, we developed a cohesive website and set of collateral materials that extend the visual and emotional impact of the brand. The site’s clean layout, strong typography, and intuitive navigation were built to guide four distinct audiences—injured workers, future tradespeople, startup businesses seeking safety gear and training, and donors—directly to the information and actions most relevant to them. Messaging was tailored to speak clearly to each group’s needs. Visuals reinforced the foundation’s mission while SEO-driven content improved visibility for key search terms like blue-collar nonprofit, trade school grants, and worker safety support. The result is a unified brand system that feels authentic, durable, and deeply human—like the people it serves.