Overview

The Amadou Diallo Foundation (ADF), founded in memory of Amadou Diallo, is dedicated to promoting racial healing and empowering Black youth through education. The foundation provides scholarships to students of African descent, fulfilling Amadou’s promise to his mother: "Mom, I'm going to college."

 

I was tasked with designing key branding materials, stationery and apparel, to build a stronger brand presence while reflecting the foundation's mission, vision, and values. The materials aimed to honor Amadou’s legacy while positioning ADF as a trusted and impactful organization in its community.

 

Role and Responsibilities

As the lead designer, I worked closely with Amadou Diallo’s family and the ADF team to ensure that every design element upheld the foundation’s story and values. My responsibilities included:

 

• Concept development for stationery and apparel designs.

• Symbolic logo creation to enhance the brand’s identity.

• Ensuring visual consistency with the existing logo and color palette.

• Incorporating feedback from the foundation and its stakeholders.

 

Creative Process and Approach

Understanding the sensitivity and importance of this project, I began by immersing myself in the foundation’s history, goals, and audience. This included:

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• Research: I studied Amadou Diallo’s story, the foundation’s target audience, and its community impact.

• Collaborative Brainstorming: Regular discussions with the Diallo family and ADF team helped refine the vision and priorities.

• Design Exploration: I created mood boards to reflect the foundation’s themes of growth, hope, and education while balancing professionalism and emotional resonance.

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Design Solutions and Choices

The final designs included:

• Stationery (Business Cards and Letterhead): Clean and professional designs incorporating ADF’s existing logo and color palette. These materials were created to enhance brand consistency and professionalism in communication with collaborators, donors, and partners.

• Symbolic Logo: I introduced a new logo element—the Guinea tree—symbolizing growth, resilience, and a solid foundation. This design represented the foundation’s mission of nurturing future generations while honoring Amadou’s memory.

• Apparel: Branded T-shirts and wristbands were designed to promote awareness and engagement. These items were distributed to partners, collaborators, and students, reinforcing ADF’s identity and message.

 

Challenges and Problem-Solving

One of the challenges was designing within the framework of an existing brand identity while introducing elements that elevated its emotional and visual impact. By maintaining open communication with the Diallo family, I was able to incorporate culturally significant symbols like the Guinea tree while ensuring the designs remained cohesive with the foundation’s established aesthetic.

 

Final Outcome and Client Feedback

The designs were well-received by the Diallo family, the foundation team, and its broader audience.

• The stationery elevated the foundation’s professional presence, making it easier to connect with collaborators and donors.

• The Guinea tree logo resonated deeply, becoming a key symbol of ADF’s mission and story.

• The apparel successfully extended the foundation’s visibility, creating a sense of unity among supporters and beneficiaries.

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Client feedback highlighted the emotional and symbolic depth of the designs and their alignment with the foundation’s goals.

 

Reflection and Key Takeaways

Working with the Amadou Diallo Foundation was one of the most meaningful projects of my career. This experience reinforced the importance of empathy in design, particularly when working with a mission-driven organization. It also deepened my understanding of storytelling through design and my ability to translate a brand’s values into impactful visual identities.