BRANDING, LOGO DESIGN, ILLUSTRATION

Modern Traditions, founded by Dr. Robbie Harriford, aims to transform healthcare through cultural exploration. Healthcare professionals can immerse themselves within curated trips that help them understand the complex stories of their patients long before they step foot in office.

Before launching in 2025, Robbie approached me in need of an intentionally-designed brand system that would serve as the entry point to her organization. The final concept was inspired by global Black, Brown and indigenous cultures, deep rooted connection to the land we occupy, and early methods of travel.

The main logo mark pays homage to the compass, which is said to have been developed as early as the 11th or 12th century. It also honors the sun and stars, which have also been utilized as forms of early navigation. These symbols bridge the gap between ancient and modern travel, bringing to life Modern Traditions' mission to navigate and understand the lives people live every day, based on their culture, education, access to food, and more.