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North County Lifeline

A human services organization serving underserved communities in San Diego County. Their mission is to build self reliant individuals, dealing with abuse and violence, through specialized programs and services.

art direction, branding, typography, illustration, web

Logo design for North County Lifeline, a non-profit organization based in San Diego. The challenge for this re-design project was to evaluate and conserve the equity and recognition of the identity at that time had established through the years, while leaping it forward for a next decade or two. 


The creative direction is quite literally inspired by a life-line and the potential to express endless iterations of energetic, lively and artistic compositions to extend and activate the brand in any application.

Annual report design and layout for NCL. This document represents a sizable shift and new creative direction for the organization, utilizing more lively color palette, along with simple but solid grid framework, complimented by lifestyle images relevant to their core values and mission.


Website layout design and proposed framework hierarchy for North County Lifeline's digital platforms. As brand activation is ramped-up, the importance for a solid online presence, with clearly set visual communication priorities is essential in allowing visitors to engage decisively with desired or critically important content.

A brochure showcasing NCL's core values, its mission, vision and capabilities. The creative principles applied to the layout are the application of a modular grid system to allow versatility and harmony to the layout, using all the available brad elements to their full extent and maximize impact, function and readability.

Cornerstone and still an essential branded tool for commerce, the NCL business card is direct in presentation and layout of relevant content. Intended to feel solid and sturdy in hand and leave a lasting impression to new acquaintances.

The lifeline and catalyst to all North Country Lifeline brand application is this simple thread. Seed to extending brand communications and recognition in creative applications that are relevant to the organizations principals and goals.

Poster design and extension of brand for NCL. The intent to continue promoting and expanding the brand as decorative element to compliment a household or relevant spaces. To bring joy and invite contemplation.

“NittyGritty™ Brands helped us by creating our extraordinary, whimsical logo when we re-branded 10 years ago. - People still tell me all the different images they see in the's like a Rorschach test. My favorites...a father holding his children, an angel....a tree. Most importantly, a continuous lifeline to the community.”

- Don S., Executive Director 

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