Since 1930, JLEP has been a part of the El Paso community. 2020 marks the first year JLEP will be leading the way to build a new headquarters. We developed an identity for Leyla Zeidan Safa and her year leading JLEP as president.

The JLEP’s community projects are formed from partnerships with local organizations. JLEP works with these community organizations to identify needs and provide leadership, training and resources to establish the project, before handing it over to the partner organization. The projects align with JLEP’s focus areas such as mental well-being and physical health.

The JLEP’s biggest fundraiser to fund their community impact projects is the annual A Christmas Fair. Each year, hundreds of vendors and thousands of shoppers attend the three-day event to shop handmade gifts, classy boutiques and gourmet treats. The Christmas Fair Chair envisioned an retro ski lodge theme “There’s Snow Place like A Christmas Fair” for the 2020 event. We developed the branding for the 2020 Christmas Fair to fit this vision.

Because of JLEP’s broad reach and significant membership, publications are a critical tool to sharing summaries of what’s been accomplished each year to community partners. We worked with the JLEP to develop their most recent Community Report to highlight their work. In addition, we designed a membership brochure, branded stickers and social posts for recruitment.

“Working with the Hello Amigo team has been amazing. We (the Junior League of El Paso) have given them challenges in creating individual logos and themes while still maintaining our Junior League Brand identity. This particular logo for Horses for Heroes needed to appeal to our military families as well as children. The balance between strength and softness really shines through.”

- Leyla Zeidan Safa, President, JLEP