CLIENT: Jockey Being Family

DETAILS: Jockey Being Family is Jockey’s corporate initiative dedicated to strengthening and raising money for adoptive families. Through partnerships with nonprofit organizations (such as the Dave Thomas Foundation), Jockey provided funding, volunteers and in-kind donations to support post-adoption services and help build “forever families”. Previously the initiative had a very masculine feel didn’t feel open or friendly, just very corporate.

MY ROLE: Concept a new iconography that would feel more inline with the initiative of helping kids and families. Something that felt fun and inviting but still encompassed the Jockey logo. I created the logo and helped develop items for program such as teddy bears, backpacks, notebooks, hats and badges to be sewn on blankets.