BEAM Circular was launched in 2023 with seed funding from Stanislaus County. Emerging from a community-driven initiative to reimagine the local economy, BEAM is dedicated to fostering prosperity and environmental stewardship in California's North San Joaquin Valley. The organization serves as a catalyst for a thriving circular bioeconomy, promoting public-private partnerships through the BioEconomy, Agriculture, and Manufacturing (BEAM) Initiative. This initiative scales sustainable innovations, generating impact through social, economic, and environmental benefits.
BEAM’s guiding principles—Collaboration, Dignity, Community, Diversity, Transformation, and Impact—are the foundation of its work, with these values reflected in the branding to capture BEAM’s mission of building a resilient regional ecosystem.
The rebranding required a visual identity that communicated BEAM’s focus on the circular bioeconomy, with an emphasis on bioeconomy, agriculture, and manufacturing. The new identity needed to resonate with diverse stakeholders across public and private sectors, while maintaining a grounded yet forward-thinking aesthetic.
Project_
Logo Redesign, Collaterals, Flyers, Posters, Event Assets, Icons,
Brand Guide
Design_
paola Papini, Manu Negri,
Lara Reis, Isabella Gonsaves
art direction_
Casey Hogue
(Serotonin Creative Consultancy)
Client_
BEAM Circular
Year_
2023
The process began with a logo redesign, guided by the core concepts of bioeconomy, agriculture, and manufacturing. The logo is symbolic of BEAM’s role as a bridge between these sectors, using interconnected forms to represent collaboration and sustainable growth. The color palette draws from California’s natural landscape, grounding the brand in the region’s identity.
Business cards, notepads, letterheads, and LinkedIn profile assets were designed to ensure a consistent, professional appearance. The seed paper collateral exemplifies BEAM’s commitment to sustainability, using biodegradable materials.
Icons, developed by Isabella Gonsaves and Manu Negri, visually represent BEAM’s focus areas and provide cohesive, versatile design elements for digital and print use.
Informational flyers and posters, designed by Lara Reis, visually communicate BEAM’s initiatives and events. These assets were designed with infographics to make information accessible and engaging.
The website, designed by Manu Negri, serves as a digital platform for BEAM’s work, events, and engagement opportunities. The website design integrates BEAM’s brand identity, reinforcing values of community, innovation, and sustainability.
Through this rebranding, BEAM Circular now has a visual identity that reflects its mission and appeals to a broad audience. The branding has supported BEAM’s growth, attracting partnerships and funding to further the circular bioeconomy in California’s North San Joaquin Valley.
