case study: a sneak peek at how an event brand is made
I’ve been working with Second Chances for the past few years so I was ecstatic to help them celebrate their 20th-anniversary with a custom event theme. Second Chances is a nonprofit organization that has been empowering people and protecting the planet by redistributing clothing and other essentials to those in need for two decades. It’s an organization that embodies kindness, sustainability, and dignity, and I wanted to create a logo that not only celebrated their incredible milestone but also captured their heart and mission.
Creating event branding is a unique challenge. It has to play well with the core branding but still feel special and unique. Keep reading to get in my head and see what the process is for creating an event brand for a mission-driven organization.
research: understanding the essence of second chances
Every design process begins with research, and for this project, it was crucial to immerse myself in the story of Second Chances. This was pretty easy since I’ve been working with them for a few years now. I started with my go-to trick: noun lists. Making a list of relevant nouns is a technique that helps me think of ways to visualize key themes. This organization is a lifeline for individuals who are rebuilding their lives, providing them with access to clothing and accessories that are no longer wanted. Instead of ending up in a landfill, Second Chances redistributes them to people in need. They’ve kept hundred of thousands of pounds of textiles out of landfills!
It became clear to me that Second Chances’ work isn’t just about material goods. It’s about dignity, hope, and the idea that everyone deserves a second chance—or even a third or fourth. Clothing Connecting Community is their tagline. That’s the kind of resilience and compassion that keeps volunteers, donors, and staff so deeply connected to their mission. Another key idea I wanted to capture was longevity. 20 years is an impressive milestone but I wanted the creative to express that more is yet to come.
inspiration: honoring the story
As I reflected on their values and achievements, I wanted the logo to evoke a sense of community and renewal while staying true to their environmental and social ethos. Clothes and textiles are at the center of their mission, so it made sense to incorporate this element into the design. I began sketching ideas and brainstorming ways to symbolize their 20-year journey.
My trusty noun list came through yet again. I wrote “clothesline”.
the concept: a clothesline of celebration
The clothesline is a simple yet powerful symbol. It represents connection, care, and sustainability—values that align perfectly with Second Chances. For the logo, I envisioned a clothesline that formed the number “20” to celebrate their anniversary. Each piece of clothing would symbolize the people and stories that have been touched by this incredible organization.
This concept felt right on so many levels. The clothesline speaks to their core mission of giving clothing a second life while helping individuals reclaim theirs. It reflects the way giving and receiving clothing connects people and communities together. A continuous line serves as a symbol of the past two decades as well as the future of the organization. Finally, it’s an image that’s approachable, warm, and inherently human—qualities that reflect the spirit of Second Chances.
the design process: bringing the vision to life
Once I had the concept, it was time to bring it to life. I chose a clean yet playful style to keep the logo modern and inviting. The clothesline itself features a mix of garments, subtly nodding to the clothing icons that are already part of the core brand. This made the whole theme cohesive with the main brand.
The colors and fonts are the same as Second Chances core branding. I took advantage of the secondary colors to make it stand out a bit more while staying true to the brand. The typography follows the clothes line giving off a playful vibe that echos the tone of voice which is hopeful and friendly.
reflection: more than just a logo
Designing this logo was more than just a creative project for me—it was a meaningful way to contribute to an organization that’s making a real difference. Every decision, from the concept to the color palette, was guided by the values and mission of Second Chances.
Seeing the final logo come together was incredibly rewarding, but what made it truly special was the positive reaction from the Second Chances team. They saw themselves in the design, and that’s the greatest compliment any designer could receive.
final thoughts
Investing in custom design work enabled Second Chances to capture two decades of incredible work along with a vision for the future in one simple mark. A good designer hears you, understands you, and is able to translate your vision into a piece that works across multiple platforms and mediums. You could spend hours and hours looking for a stock image that perfectly captures your vision or giving AI different prompts but it will never be exactly what you’re looking for. By working with me, Second Chances saved so much time, money, and aggravation. Instead, we accomplished the goal in just a few weeks and now the rest of the design and marketing pieces are a breeze. All of the pieces needed to create invitations, letterheads, envelopes, social content, presentations, and merch are locked and loaded in the company Canva account.
As Second Chances celebrates 20 years of empowering people and protecting the planet, I’m honored to have played a small part in their journey. The clothesline logo is more than just a symbol for their anniversary—it’s a tribute to the lives they’ve touched and the impact they continue to make every day.
To learn more about Second Chances and their incredible work, visit their website at secondchances.org. And if you’re able, consider joining me in supporting this amazing organization as they continue to give people and clothing a second chance.
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