City Harvest rescues and distributes food across New York City, moving more than 600 million pounds of produce to people who need it. It is one of the city's most vital organizations. When they came to us for an updated identity, the opportunity was clear: help City Harvest become the true NYC icon it deserved to be.

We started by going to where the work actually happens. Ride-alongs in trucks, visits to distribution centers, conversations with the people who power City Harvest every day. That immersion shaped everything. It told us which elements of the brand carried real equity, and where the identity had stopped telling the truth about the organization.

From that foundation we clarified the story and sharpened the mission statement. The visual identity that followed was built to embody City Harvest's core qualities: authenticity and generosity. A fruit and vegetable-inspired color palette brought warmth and abundance to every touchpoint, making the brand feel as nourishing as the work itself. A direct, generous tone of voice gave the organization a consistent way to speak across audiences. Icons and audience-specific templates gave the internal team the tools to carry that identity forward with consistency, giving one of New York's most important organizations the presence it had always deserved.

The playbook we developed, helps City Harvest create consistent materials and communications even when only limited in-house resources are available.