Live like lou foundation

Leaving ALS better than we found it.

Brand identity
Brand guidelines
Website design
Marketing collateral

nonprofit

Approach

We knew we needed to create a legacy brand that that could accurately reflect the values of Live Like Lou: courage, tenacity, humility & gratitude. To do this we leaned into visual language of vintage baseball and the legacy of Lou Gehrig. We pulled from and expanded a Yankee’s inspired color palette and dug through a library of exisiting Lou Gehrig photography.

Challenge

Ensuring the brand was accessible to a wide range of audiences including ALS families, researchers and the Phi Delta Theta partnership.

by the numbers

+12%

Increase in site ranking

$3M

Raised

2k

Supporters

logo & brand design

Honoring Lou’s legacy

We began with researching the legacy of Lou Gehrig. We looked at his signature, which was an important part of his identity, and decided to use it as the basis for our logo. We wanted to capture the spirit of the man and the mission of the organization.

‍I recommend Emerald without hesitation. And you might want to hurry, because we're telling everyone we know about them so they may be tough to get!

— Wendy Faust, Executive Director

Mixing strength and emotion

We chose a powerful sans serif font that complimented Lou’s signature. Using the sans serif allowed the logo to be more easily read at different sizes.