

Isis Kenney
Design Strategist
As a Design Strategist, I created a new look and perspective for Americans for Financial Reform, developing a tailored style guide for the organization and each campaign.
The goal was to simplify complex policy issues by using vibrant colors to increase awareness and amplify AFR’s mission of educating consumers about financial predatory practices.
Identity & Impact
As the Digital Director at Americans for Financial Reform (AFR), I led the creative direction and design strategy for both the organization’s overall identity and individual campaigns. Working closely with cross-functional teams, I developed color schemes and visual themes tailored to each campaign's message. These campaign identities helped simplify complex policy issues, making them more accessible and engaging for a wider audience. When you have multiple campaigns under one brand, identity is key.
After establishing these identities, I created an organization-wide style guide, introducing a fresh color palette, selecting new fonts, and developing templates for consistent and impactful communication. By focusing on the power of color and visual consistency, I helped AFR revitalize its presence, attracting a broader audience and strengthening its ability to engage and educate the public on important financial reform issues.
This fresh perspective helps support AFR's mission of advocating for fairer financial practices and educating consumers on how to protect themselves from financial harm.
Tailored Reinvention






Discovery
The discovery phase is crucial when reimagining a traditional organization. It sets goals, assesses needs, and establishes a clear vision. While working with AFR, I collaborated closely with all teams to assess their needs and re-envision a fresh identity for the organization and its campaigns. This involved developing surveys, gathering insights, and crafting cohesive campaign strategies that aligned with their goals, ultimately shaping a stronger, more unified visual presence.
Palette
Color played a key role in distinguishing each campaign’s identity while complementing AFR’s traditional hunter green. I collaborated cross-functionally with the team to identify colors that aligned with their policy issues, creating a cohesive palette for consistent visual presence across all materials, events, and platforms.
Development
After the discovery phase, I developed the style guide, a crucial part of reimagining AFR's identity. This manual outlines how the organization communicates visually, ensuring consistency across digital and print materials.
Identity
For businesses, nonprofits, and advocacy groups, a style guide is essential to maintaining a cohesive identity, especially when campaigning on multiple issues or managing multiple sub-brands. It fosters recognition, strengthens awareness, and ensures that all materials are aligned.
Execution
In the final phase, we utilized the style guide to create cohesive social media graphics, toolkits, event materials, and website assets.
Impact
The guide ensured consistency, helping to communicate complex issues in an engaging, colorful way. My efforts successfully supported their growth, attracting policymakers, advocates, and the community.
My Project Planning Journey
