First was just launching and needed a full visual identity system: a show logo, show open, and all supporting design elements. I began by establishing the tone through the logo. It needed to feel distinct, thoughtful, and geared toward an informed audience engaged with Delaware’s local news and politics.

Because Delaware often uses an earthy green in its branding, I incorporated that as an accent to ground the design in a sense of place. I chose a serif typeface to reinforce a classic “newsy” feel. Serifs are traditionally associated with newspapers and journalism, helping the logo tap into that sense of credibility and reporting. To keep it modern and approachable, I set the logo in all lowercase, giving it a clean, conversational tone that balances the seriousness of the subject matter. I also lowered the “i” slightly to set it apart, a subtle nod to Delaware’s identity as the First State among the original thirteen.

The dotted lines introduce a sense of connection and movement. They represent the flow of information, the linking of stories and perspectives, and the idea of guiding viewers through the issues shaping the state. Together, these elements create a visual identity that feels both smart and inviting—perfect for a public affairs program rooted in local storytelling.