Creating a refreshed, modern brand for the Sustainability Department of San Mateo County.

As the Lead Designer and Associate Creative Director at Good Stuff, I spearheaded the rebranding initiative for the San Mateo Sustainability Department. Our objective was to modernize their existing brand to accurately reflect their mission and impact.

Challenge: The existing brand was primarily centered around a recycling symbol—a nod to their origins and foundational work. However, as the department evolved, their scope broadened significantly. They expanded into multiple climate initiatives and youth programs, profoundly impacting every facet of the community.

Solution: Our approach was to design a new logo that captured the department’s comprehensive role in fighting and preparing for climate change. The new design emphasizes the natural cycle of sustainability within a dynamic landscape. The icon features a rising sun, symbolizing optimism and hope for a cleaner, more climate-friendly community. It represents the collaborative spirit required to achieve sustainability goals and highlights the department’s efforts to contribute to a shared vision for a better tomorrow, protecting our resources.