MICHELA CAFFREY

Hoosic River Revival

Hoosic River Revival (HRR) is a volunteer organization dedicated to transforming the Hoosic River in Western Massachusetts. With leading-edge engineering and naturalization measures, HRR is on a mission to reduce flood risk, enhance climate resilience, and bring economic revitalization to the city of North Adams, MA.

ROLEBrand Designer

SKILLS
Logo design
Web design
Graphic design
Illustration

TEAM
Project Lead | Cary Kandel-Nadler

DESCRIPTIONI was responsible for redesigning the logo, creating a new website design and system, as well as developing a new illustration library for use across brand assets.

The two branches of the Hoosic River converge in North Adams, MA, a post-industrial New England city that fell upon economic hardships with the rise of globalization in the 1980s. In a nod to the past and hope for the future, the logo and illustrations were created in a heritage maximalist style.

While the old logo featured a small representation of the city in the crux of the two river branches, the new logo features the city’s symbol of economic prosperity—factory smoke towers. The river branches are now represented in the two wavy ribbons below the factory building.

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