Creating a refreshed, modern brand for the Sustainability Department of San Mateo County.

As the Lead Designer and Associate Creative Director at Good Stuff, I spearheaded the rebranding initiative for the San Mateo Sustainability Department. Our objective was to modernize their existing brand to accurately reflect their mission and impact.

Challenge: The existing brand was primarily centered around a recycling symbol—a nod to their origins and foundational work. However, as the department evolved, their scope broadened significantly. They expanded into multiple climate initiatives and youth programs, profoundly impacting every facet of the community.

Approach: Design a new logo that reflects the department’s role in combating and preparing for climate change. The refreshed identity emphasizes the natural cycle of sustainability within a dynamic landscape. A rising sun icon symbolizes optimism and hope for a cleaner, more climate-friendly community. It also represents the collaborative spirit essential to achieving sustainability goals, highlighting the department’s commitment to a shared vision for a better tomorrow and protecting our natural resources.