ServeDC is deeply woven into the fabric of Washington, D.C. As the Mayor’s Office on Volunteerism and Partnerships, they lead everything from citywide service days to rapid-response efforts and long-term community partnerships. But when they reached out, their existing brand identity wasn’t keeping up with their work. It felt dated, overly patriotic and too closely associated with emergency response and AmeriCorps.
The challenge was to create an identity that felt inviting, current and rooted in community. ServeDC needed a new brand direction that captured their role in empowering everyday people to lead, serve and make an impact across all neighborhoods.
We started by rethinking how to represent service. The new mark features a rising hand and stars, designed to be simple, clear, and optimistic. It reflects movement, collaboration and civic pride without feeling generic. I paired this with bold, modern typography to keep the system strong but approachable and made sure the identity worked across everything from social media to street-level event signage.
The updated brand gave ServeDC a way to better connect with the people they serve. It helped shift perception from government agency to community catalyst. They now have a brand presence that supports storytelling, strengthens partnerships and invites more people to get involved. The change wasn’t just cosmetic, it helped them show up with clarity, warmth and purpose.
