BRAND DESIGN + PRINT DESIGN

Designing for New Jersey's Outreach Program

EFK Group

Garden State Outreach Program

WHAT HAPPENED?

I conducted a brand refresh for The State Jersey's state-wide campaign for NJ residents to save money and get easier and faster access to government resources.

overview

Here's some context

The Garden State Community Outreach campaign heads wanted to make their brand more modern and approachable to young audiences, while still being serious and mature for older demographics.

My mission was to:

  • Adhere to the existing brand guidelines and identity, maintaining consistency throughout all platforms

  • Bring fresh, intentional visuals to each graphic I designed for the campaign

But first, what is the Garden State Community Outreach Program?

GSCO →

The various resources they offer such as: Health/Wellness

Utility

Financial

Mental Health & Substance Use

Disability-Related

Food/Nutrition

You →

NJ resident

Individual or Family

Millennial -> Boomer

Better Life

Improved health
Better economic opportunity

More time with loved ones

More savings on bills and expenses

Enhanced quality of life

Tone

Understanding the brand and its identity helped me make informed decisions when designing the promotional materials for the campaign.

Sophisticated

Modern

Human

Inclusive

Comforting

THE ORIGINAL BRAND

The previous campaign branding

The campaign's original branding was more serious and felt a bit detached from its audience. The visual style was very old-fashioned and vintage in a way that didn't match the content.

The main problems I found were:

  • Visual style is out-dated and does not connect well with audiences

  • All of the promotional material looks the same or similar for each ethnic and age demographic

Billboards

I designed stadard billboards as well as digital billboards for the GSCO campaign.

I designed stadard billboards as well as digital billboards for the GSCO campaign.

I designed stadard billboards as well as digital billboards for the GSCO campaign.

Wallet Cards

Wallet cards for NJ residents explaining the different programs and resources offered to them.

Wallet cards for NJ residents explaining the different programs and resources offered to them.

Wallet cards for NJ residents explaining the different programs and resources offered to them.

Palm Cards

Palm cards or pamphlets describing the benefits offered to those under SNAP in New Jersey

Palm cards or pamphlets describing the benefits offered to those under SNAP in New Jersey

Palm cards or pamphlets describing the benefits offered to those under SNAP in New Jersey

Posters

Posters designed for the campaign

Posters designed for the campaign

Posters designed for the campaign

that's all folks!

Check out my other projects below.

UI/UX design • Web design • mobile app design

Designing a retail website and mobile app for TOPDRWR.

Social MEdia design • Presentation design • Web design

Designing graphics for a female-led creative agency.

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2026