Brand Identity
Website Design
https://www.goodtechtogether.org/
Non-Profit
Deliverables:
Brand Identity
Brand Identity
Website Design
Website Design
Event Design
Event Design
Recognition:
Sponsors include Adobe, Gates Foundation, Salesforce, Okta, Fluxx
From the client:
"Pinar was a fantastic partner in helping us refresh our brand and launch a brand new website (for events and conferences we run). She was very communicative, turned things around quickly, and was super easy to work with. I couldn't recommend Pinar more highly.
"Pinar was a fantastic partner in helping us refresh our brand and launch a brand new website (for events and conferences we run). She was very communicative, turned things around quickly, and was super easy to work with. I couldn't recommend Pinar more highly.
"Pinar was a fantastic partner in helping us refresh our brand and launch a brand new website (for events and conferences we run). She was very communicative, turned things around quickly, and was super easy to work with. I couldn't recommend Pinar more highly.
Good Tech Together is a vendor-neutral community uniting nonprofit practitioners, funders, and technologists around responsible AI use in the social sector. They run two flagship events with completely different scales — a 500-person open summit in Washington DC and an 80-person invite-only retreat in Utah — and needed a unified brand identity, website, and event design system that could hold both.
The constraint that shaped everything: this audience is exhausted by tech branding. Corporate blue, geometric abstractions, sterile white — if the brand showed up with that same language, it would be invisible. The identity also had to bridge two groups that rarely share a visual vocabulary: senior technologists who expect polish, and nonprofit leaders who associate that aesthetic with vendors trying to sell them something. Too polished loses trust. Too scrappy loses credibility.
Good Tech Together is a vendor-neutral community uniting nonprofit practitioners, funders, and technologists around responsible AI use in the social sector. They run two flagship events with completely different scales — a 500-person open summit in Washington DC and an 80-person invite-only retreat in Utah — and needed a unified brand identity, website, and event design system that could hold both.
The constraint that shaped everything: this audience is exhausted by tech branding. Corporate blue, geometric abstractions, sterile white — if the brand showed up with that same language, it would be invisible. The identity also had to bridge two groups that rarely share a visual vocabulary: senior technologists who expect polish, and nonprofit leaders who associate that aesthetic with vendors trying to sell them something. Too polished loses trust. Too scrappy loses credibility.
We started with strategy, not style. Three stakeholder groups kept surfacing: practitioners doing the fieldwork, funders controlling the capital, and technologists building the tools. Remove any one and nothing works.
That insight became the logo: three computer cursors — each representing a stakeholder group — pointing inward. When the three converge, a human figure appears in the negative space. Remove one cursor and the person disappears. The mark is a structural argument: good tech isn't what any single group creates, it's what emerges in the space between all three.
When the gradient fills the mark, it reads as a sun rising over a horizon — so a single shape carries three meanings: convergence, humanity, sunrise. That density allows a young brand to work across every touchpoint without losing coherence.
We started with strategy, not style. Three stakeholder groups kept surfacing: practitioners doing the fieldwork, funders controlling the capital, and technologists building the tools. Remove any one and nothing works.
That insight became the logo: three computer cursors — each representing a stakeholder group — pointing inward. When the three converge, a human figure appears in the negative space. Remove one cursor and the person disappears. The mark is a structural argument: good tech isn't what any single group creates, it's what emerges in the space between all three.
When the gradient fills the mark, it reads as a sun rising over a horizon — so a single shape carries three meanings: convergence, humanity, sunrise. That density allows a young brand to work across every touchpoint without losing coherence.
The gradient was a strategic choice. We studied what every other brand in this space was doing and chose the opposite. A sunrise palette — warm gold through coral into soft lavender — creates instant category separation. Before reading a word, you know this isn't another vendor.
The type system carries the same tension the brand navigates daily: a heavy slab serif for "Good Tech" (grounded, institutional), a flowing script for "Together" (warm, human), and a monospaced face for dates and CTAs (a quiet nod to the tech context). Three typographic voices, one clear hierarchy.
The gradient was a strategic choice. We studied what every other brand in this space was doing and chose the opposite. A sunrise palette — warm gold through coral into soft lavender — creates instant category separation. Before reading a word, you know this isn't another vendor.
The type system carries the same tension the brand navigates daily: a heavy slab serif for "Good Tech" (grounded, institutional), a flowing script for "Together" (warm, human), and a monospaced face for dates and CTAs (a quiet nod to the tech context). Three typographic voices, one clear hierarchy.
