Papa's Path – Brand Identity - Case Study
Overview:
Papa’s Path is a nonprofit created by the Babbush Family Fund for Parkinson’s Education, Research, and Innovation. When they reached out, they weren’t just asking for a logo. They were asking for a way to honor their father’s legacy. Papa is an artist, a storyteller, doctor, and the emotional center of their family. His artwork became the heart of this brand.
My Role: Visual Brand Designer
Timeline: 2023
Deliverables: Logo, color palette, visual system, event signage
Team: Collaborated directly with the Babbush family and
nonprofit leadership
Getting to Know Papa:
Before I ever opened my laptop, I spent time with the family learning about Papa. Who he is. How he saw the world. Why his art mattered. How important his career was to him. They shared stories, photos, and a collection of his paintings.
As I studied his work, a few things stood out. Patchwork textures. Warm, earthy colors. Organic and imperfect shapes. A sense of comfort and familiarity. It became clear after discussing with the family that the brand shouldn’t interpret his art. It should be his art.
Exploring Directions:
I developed two visual directions, both rooted in Papa’s paintings
but with different emotional tones.
Direction 1: Patchwork Identity (Chosen)
This direction leaned into the quilt-like textures in his work. It felt like home. Layered, warm, and full of history. It captured the feeling of being wrapped in something made by someone who loves you.
Direction 2: Flower Brushstroke Identity
This version focused on expressive brushstrokes and bold movement of Papas current sketching. It was energetic and artistic, but ultimately felt less professional.
The family immediately connected with the patchwork direction.
It felt like Papa!
The Challenge:
This project wasn’t about creating a brand in the traditional sense. It was about translating a life, a personality, a history, and a creative spirit into a visual identity that could live on and support a mission.
The family wanted something intimate and handmade rather than corporate. They wanted a visual system that honored Papa’s actual artwork. They wanted warmth, texture, and a deeply human feeling. And they needed a look that could scale across digital, print, and event materials.
Building the Visual System:
Logo
I digitized one of Papa’s original paintings and reworked it into a simplified, scalable mark. The goal was to preserve the texture and soul of the artwork while making it functional for modern use.
Color Palette
Every color came directly from his paintings. Warm reds, soft neutrals, and earthy tones that felt grounded and human.
Typography
I chose friendly, approachable typefaces that supported the handmade feel without sacrificing clarity.
Supporting Elements
Organic shapes, layered textures, soft edges, and patchwork compositions created a flexible system that felt emotional and unmistakably tied to Papa’s hand.
Final Logo
Bringing the Brand to Life: The 24 Hour Walk
One of the first applications of the new identity was the organization’s 24 hour walk fundraiser. I helped create large format signage, directional markers, informational boards, and a branded photo backdrop. Seeing Papa’s artwork scaled up in a public space, supporting a cause rooted in his story, was incredibly moving.
Personal Reflection:
This project reminded me why I love design. It’s not just about aesthetics. It’s about people, memory, and meaning. Creating a brand from someone’s artwork is intimate work. It requires care, listening, and a willingness to let the story lead.
Papa’s Path is one of the most personal and heartfelt projects I’ve ever worked on, and I’m grateful I got to help carry his legacy forward.
Want to see Papa’s Path in action? Visit their website: papaspath.org
Thinking about a branded project rooted in meaning and legacy? Let’s chat — Contact Me