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.

WHEN2020-2022
ROLEBrand Designer
Core Leadership Partner
Program Designer


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.


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 (top) and two additional iterations (bottom) 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 DESIGNI also worked alongside the core leadership team to co-develop ELP’s mission, membership model, and community programming using Emergent Strategy and social design principles. These slides highlight:
  • 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 helped shape our mission, vision, and methodology
  • How we planned the year ahead for potential investors and fiscal sponsors



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