A celebration of
Trinidadian heritage
through design.
YUH LOCAL FRIENDS
Role: Brand Designer
Agency: Freelance
OBJECTIVE–
Create a visual identity—encompassing logo, typography, and color palette—that is both accessible and authentic, breaking down barriers while championing the rich and diverse culture of the Caribbean. The ask was to design an identity that embodied the approachable, contemporary, engaged, and culturally aware ethos of Yuh Local Friends.
I designed a cohesive and versatile brand identity that reflects the platform's commitment to preserving Trinidadian heritage and celebrating the shared history of the African diaspora and Caribbean islands through a careful balancing of modernity with cultural authenticity.
I designed a system of brand marks that balance expression and tradition. The custom typography merges modern, classic shapes with dynamic movement, inspired by Trinidad’s rich ethnic roots, a celebration of its cultural heritage.
The marks were crafted with versatility in mind, ensuring they not only reflect the platform’s current mission but also have the adaptability to evolve into a timeless design element for future extensions, such as the upcoming home goods line.
I curated a thoughtfully chosen color palette that draws from the client’s initial inspiration and moodboard, refining it into a hero palette that feels unexpected and fresh, with an edge of mystery and excitement.
To enhance this vision, I curated a typographic system that combines classic, elegant forms with a contemporary personality, reflecting the balance between tradition and modernity at the heart of Yuh Local Friends.
Together, the colors and typography establish a distinctive visual language that feels both authentic and forward-thinking, on par with Yuh Local Friends fresh approach to Caribbean storytelling.