ABOUT

PHA ICONOGRAPHY CASE STUDY

In partnership with Tiny O, I was commissioned to design an icon for the Partnership for a Healthier America's (PHA) “Veggies Early and Often” campaign. PHA’s initiative aimed to cultivate a new generation of vegetable lovers by promoting early exposure to vegetables. 

Explore the first variation and the refresh! 

PHA originally requested a design including a vegetable illustration, the campaign slogan, a consolidated logo, and the campaign URL. I developed an arched composition that provided space to feature the slogan along the bottom and the URL at the top, while maintaining the visibility of both the logo and the broccoli illustration within the central design
A year after the initial release of the “Veggies Early and Often” icon, PHA reached out to explore a refreshed version. They brought several ideas and valuable feedback, particularly around usability across different packaging sizes. Many of the brands using the icon faced limitations with space, and the original version was difficult to read at smaller scales.

I explored multiple redesign options, some retaining the original icon without the URL, and testing the opposite. Initially, PHA hoped to preserve both elements, but it was clear that this inclusion was the primary cause of legibility issues. To resolve this, I removed both the icon and URL, which allowed for increased clarity and improved scalability. The refined version focuses on the campaign slogan and logo, while introducing labels as status indicators.

The final system includes three size variations (pictured below), one of which is a consolidated version optimized for small applications. Each variation is supported by usage guidelines, including minimum size requirements to ensure legibility, and three approved color options for flexibility across different brand contexts.



Updated 24.10.31