Caitlin Hohn

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 Logo, identity, and community program design for a global leadership network.
WHATEmerging Leaders Project (ELP) was a leadership incubator for conscious social change, and at it’s height it supported 300+ members across 34 countries. The aim was to give emerging global leaders tools and frameworks for personal and societal transformation through courses, workshops, fellowships, contemplative dojos, and bi-weekly global community calls.

THE VISUAL TERRITORIESI started by developing four distinct visual territories that explored how ELP could best express its mission and vision. Each territory contained a conceptual direction with key phrases and elements, mood and logo boards, color palettes, and mock designs with the proposed territory in use. 

I shared the Figma explorations with the broader leadership team, and together we used stars and comments to exchange initial impressions, give musings and feedback, and ultimately land on a path forward: blending “Shitkicking Revolution” and “Purposeful Problem-Solving” into an identity that felt both urgent and fun, as well as systematic and grounded.
WHEN2020-2022
ROLEBrand Designer
Core Leadership Partner
Program Designer



The scope of the four territories, and a glimpse at our musings and feedback process


LOGO EXPLORATIONSOnce we had a clearer visual direction, I started exploring directions for ELP’s logo that were simple but still punchy. Similar to the previous round of exploration, I presented several directions and we used Figma to voice our thoughts and feedback. Below are the three logos I presented, which each included annotations with my creative thinking.


Chosen logo (left) and two additional iterations (right) that were presented to the core leadership team

IDENTITY REFINEMENTWith a logo selected, I started refining the broader visual direction into two specific expressions. I included primary and secondary color palettes, type selections, and a mock-up of how these elements might come together on a website.



We moved forward with Direction 1, and I applied the new brand to a simple drag-and-drop webpage to begin building credibility and web presence.




COMMUNITY PROGRAM DESIGNBeyond the visual identity, I also co-developed ELP’s mission, membership model, and community programming using Emergent Strategy and social design principles. Below are some select slides that show the brand in-use and highlight parts of our pitch: 
  • Our core methodology: the belief that transformation has to move through personal, relational, and systemic levels together 
  • How we thought about scale, from individual relationships to networks capable of shifting norms
  • Quotes from mentors and community members that shaped our mission, vision, and methodology
  • How we planned the year ahead for potential investors and fiscal sponsors





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