Belong in Baldwin
For Belong in Baldwin, we partnered with the Baldwin County Economic Development Alliance to help tell a more complete story about a place that was quietly thriving. Baldwin County, Alabama was one of the fastest-growing metro areas in the U.S., yet many local college graduates were still leaving for larger cities, unaware of the opportunities available right in their own backyard. The challenge was clear: how do you show people they don’t have to leave to build a meaningful future?
This project meant a lot to me personally. I grew up in Baldwin County and, like many others, moved away to find new opportunities before eventually finding my way back. I worked closely with Liz to develop the logo, then led the visual system through layout design, custom illustration, pattern development, and merchandise concepts. A core goal was to create a brand that felt optimistic, welcoming, and authentic, something people could feel proud of, and honestly, something you’d want to wear on a hat.
Senior Graphic Designer (Brand & Illustration)
My Role
A Brand People Can Be Proud Of
From the start, the goal wasn’t just to create an economic development brand, it was to create something people would actually feel proud of. We wanted Belong in Baldwin to feel approachable, optimistic, and wearable, giving locals something they could genuinely identify with and stand behind.
Every visual decision, from the logo to the illustration style and patterns, was made with real-world application in mind. If the brand could live comfortably on a hat, a sticker, or a t-shirt, it meant it was doing its job, creating something authentic, local, and human rather than institutional.
