The original Astoria Trash Club website served its purpose as an information hub, but it didn't fully capture the personality, energy and sense of community that made the club unique. The redesign was an opportunity to create an experience that felt as welcoming and community-driven as the people behind it.

At the same time, the club was introducing a new visual identity with two meaningful logo contributions: a new official logo and a commemorative anniversary stamp. The challenge was bringing both into one cohesive system while giving each designer's work its own place.

The redesign introduced two distinct logo contributions, each with its own role in the club's identity. We established one as the official club logo, while evolving the other into a recognizable stamp and community mark.

Rather than treating one identity as a replacement for the other, the system gives both designs a clear place across the experience. This created a more cohesive brand while preserving the meaning and creative contribution behind each mark.

The redesign translated ATC's personality into a more expressive digital experience, with the community map as its hero feature. By visualizing where the club has shown up across Astoria, the map turns individual cleanups and outreach efforts into a broader picture of the community's footprint.

The one-year anniversary (September 21, 2026) extended that same idea of community ownership. The experience brought the stamps to the forefront before revealing the new official logo, creating a shared moment that celebrated both designers and the community they helped shape. The result: stronger recognition and easier participation, with community engagement increasing ~30% after launch as members recognized the brand more easily and shared events more often.

Leading the redesign as part of ATC's admin team taught me that design leadership is as much about alignment as it is about execution. With multiple creative directions on the table, I navigated differing perspectives by creating space for each designer's contribution while establishing a cohesive direction for the brand.

The project also reinforced the value of designing with community, not just for it. By connecting the new visual identity, community map and event experience, the redesign made ATC's impact more visible while helping the community recognize and engage with the brand more easily.