Planning Praxis Lab is a membership-based community for social and urban planners to connect theory to practice, explore new planning frameworks, and be part of a movement towards better holistic planning.

The founders were ready to shake up the urban planning space, and they wanted their brand to reflect this. I positioned Praxis far outside the traditional planning landscape, designing a punchy brand that resonates with institutions and change-makers alike.

Distinct from their counterparts, the Praxis brand features vivid greens and organic shapes to ground planning in the natural world. Fractal motifs are used throughout to reinforce themes of emergent design and draw connections between natural systems and our built world.

The logo was crafted out of distinct building blocks that represent the core elements of our societies.