Gamma Phi Beta Sorority
___art director & lead designer
brand identity, print, web, pattern design
Gamma Phi Beta Sorority is one of the 10 oldest women’s organizations in North America and the first to be called a “sorority.” Since its founding in 1874, the organization has been committed to its mission of building confident women of character who celebrate sisterhood and make a difference in the world around them and its vision of inspiring the highest type of womanhood.
After feedback from membership and a unanimous commitment from the board, Gamma Phi Beta tapped Rhyme & Reason Design to assist in a comprehensive organizational rebrand. The project kicked off with a plethora of feedback regarding the dated brand aesthetic, hard-to-use fonts, lack of tagline messaging and an overall need to modernize the organization’s appearance.
After feedback from membership and a unanimous commitment from the board, Gamma Phi Beta tapped Rhyme & Reason Design to assist in a comprehensive organizational rebrand. The project kicked off with a plethora of feedback regarding the dated brand aesthetic, hard-to-use fonts, lack of tagline messaging and an overall need to modernize the organization’s appearance.
![](https://freight.cargo.site/t/original/i/8500a009b41be3896a1dfe25cdb269e35ab2663536cf8192539225c9d90e0bb1/GPB-Logo.jpg)
![](https://freight.cargo.site/t/original/i/ccf414b3e574bc875a41ea64d2095ecf2bd161fcb5e7004bf36fa1b660fcd07f/GPB-StackedLogo.jpg)
![](https://freight.cargo.site/t/original/i/6914d202947bbb0b53d6d8c93419535367130a3ebcba14bed6327e6f09bdf574/GPB-Symbol.jpg)
![](https://freight.cargo.site/t/original/i/f753e98d236fd44d310d875127a75e87ae9769fe70c0a093bf18827b0ec3c96f/GPB-BizSystem.jpg)
![](https://freight.cargo.site/t/original/i/6e90ccba224af064d862c3ea1ab265a8ca38971dc31de7a38e422631008a78fc/GPB_Mug.jpg)
![](https://freight.cargo.site/t/original/i/ba1411ec2c7f432010cb76c19387acaa8c1a1f2628ee0757030069b888b5f6b2/GPB-Crescent.gif)
![](https://freight.cargo.site/t/original/i/915aefb42bdd3bba4a0fde96f49d888f972996e4a38c92b2e9688df85cae3333/GPB-Insta.jpg)
![](https://freight.cargo.site/t/original/i/3efc1b4e195e5c8cdb2e5222c9274d53f696d542145b9cb65b3eff7473bd5058/GPB_Card.jpg)
![](https://freight.cargo.site/t/original/i/dd9722f833f38ca1fa562aac1042891d153bafe388d8811533702a25851c8a98/GPB-Foundation_Logo.jpg)
![](https://freight.cargo.site/t/original/i/d990f1bc14a7c493a93d6dfa19e76a1142d4e37e42e085b82f176044e3d5ba56/GPB-FMC_Logo.jpg)
![](https://freight.cargo.site/t/original/i/3e38433cc14c26b717264b72680a7ddfe3d1a69c7123e39c66414142b52ea94b/GPB-REAL_Tote.jpg)
![](https://freight.cargo.site/t/original/i/03a77868893a10683b0c960d1f2d7a8453a630edec7bb88990b5e1ac1a62ac67/GPB-REAL_Logo.jpg)
![](https://freight.cargo.site/t/original/i/b16720b3d856b8e74e765060730245c6adb6e5651b0d606a9e4f8558fbd35c8a/GPB-REAL_Lanyard.jpg)
![](https://freight.cargo.site/t/original/i/1aa533d1620082a19f6a2d23d54e7b426ec36bf1e41f487059de6db461fae650/GPB-REAL_Logos.jpg)
![](https://freight.cargo.site/t/original/i/1b13c3714ccc202e74e661592eabb58185d8d42903f0f45a36a6694c272b5c74/GPB-BSG_Logo.jpg)
![](https://freight.cargo.site/t/original/i/0f0474bdb9c719d05e12ae2c3cb5c082e578c9d998abeead9c51f1c743528bd2/GPB-BSG_Shirt.jpg)
CREDITS
Shea O’Connor, designer
Karen McKenzie, creative director
Shea O’Connor, designer
Karen McKenzie, creative director