Project Overview
Heartworks is an annual charity art show supporting the Leukemia & Lymphoma Society, a nonprofit dedicated to funding blood cancer research. The project aimed to create a timeless visual identity and wordmark that could evolve year after year while maintaining a consistent sense of purpose. The visual identity merges classic artistry with a modern purpose, creating a design system that honors both tradition and innovation.
Role
Lead Designer—responsible for concept development, branding, print design, and event collateral.
Contributors
Caroline Bailey (Copy)
The wordmark combines high-contrast letterforms with custom detailing to evoke an editorial, timeless feel. Incorporating the LLS blood droplet reinforces the organizations mission in a subtly and meaningful way.
Imagery
I chose to incorporate open-source classical artwork to give the system an elegant foundation that could evolve each year while feeling consistently refined.
In its latest edition, Heartworks successfully raised
