The New York Mycological Society is a 501(c)(3) not-for-profit organization dedicated to raising the public awareness of mushrooms in science, cuisine and more.
Given my hobbit-like love of mushrooms, fond memories foraging for chanterelles on my grandparents land in the Canadian Maritimes, and interest in designing for non-profits, the NYMS appeared a perfect candidate for a self-initiated branding project.
My strategy was to update their brand identity to a more modern standard, without going so far as to lose the older audience. I stuck with natural colours like beige, green, yellow, and a somewhat flourescent orange inspired by Hygrocybe Miniata—a small cap mushroom found in New York State and featured on the existing NYMS website. For the new website, I chose to pull the lectures and events out from the depths of the news section, and feature them plainly on the front page, giving visitors direct access to the content.