OAKLAND MUSIC MATTERSVISUAL IDENTITY DESIGN

Credits: Bonny Peng & Zoey Zhu
Instructor: Eric Heiman

This project was created through TBD* @ CCA. We created a brand-new visual identity for Oakland Music Matters, a nonprofit providing free, high-quality music education to young people and incubating other arts nonprofits, as it began a new chapter after taking over the Harmony Project Oakland program.

The identity needed to support fundraising, attract students, and establish the organization as a hub for collaboration among Bay Area arts nonprofits. Working closely with the client through rounds of feedback, we translated its energetic, empowering, and community-focused spirit into a clear visual direction.

The logo holds the flame of inspiration, drawing on both the violin and the guitar to symbolize the power of musical learning and the connection between students, teachers, and the Oakland community. Fireworks serve as the secondary element, representing what happens once the spark is lit: each child bursts into their own unique, radiant light.

The final outcome is a cohesive identity system spanning color palette, typography, merchandise, and social media templates. Its clear, friendly visual language engages students, families, funders, and the broader Oakland community.

Read more on the TBD* project page