Strategic brand and campaign design for mission-led organizations.
I build research-informed visual systems and campaigns that connect
with audiences and turn mission into momentum.
I design cohesive brand systems and campaign assets that help
mission-led teams communicate clearly and mobilize communities.
Scroll down
to see featured projects
Strategic brand and campaign design for mission-led organizations.
I design cohesive brand systems and
campaign assets that help mission-led teams
communicate clearly and mobilize communities.
Scroll down
to see featured projects
Meet Alifa
I am a Boston-based brand and campaign designer specializing in mission-driven organizations and civic work.
I build cohesive visual systems, campaign assets, and storytelling-driven layouts that help teams communicate complex ideas with clarity and impact.
Before transitioning fully into design, I spent years working in public health and community-based programming, supporting marginalized and underrepresented communities through education and outreach. That experience continues to inform how I approach accessibility, clarity, and equity in brand
and campaign work.
Brand Systems
Campaign Design
Editorial Design
Social Impact
Accessibility
Civic & Community Work
Marketing & Graphic Design Intern
Higher Ground Boston
Present
Marketing & Graphic Design Intern
Higher Ground Boston
Present
Equity & Accessibility Director
AIGA Boston
2025 - Present
Equity & Accessibility Director
AIGA Boston
2025 - Present
Freelance Brand Designer
Design by Alifa
Present
Freelance Brand Designer
Design by Alifa
Present
How I Work
I approach brand and campaign design as a strategy-led, collaborative process grounded in research, audience insight, and accessibility.
Align on Mission, Audience, and Context
I begin by understanding the organization’s goals, the communities they serve, and the real-world constraints they operate within. My background in public health, psychology, and UX-informed research shapes how I approach audience insight and behavioral understanding.
1
Align on Mission, Audience, and Context
I begin by understanding the organization’s goals, the communities they serve, and the real-world constraints they operate within. My background in public health, psychology, and UX-informed research shapes how I approach audience insight and behavioral understanding.
1
Align on Mission, Audience, and Context
I begin by understanding the organization’s goals, the communities they serve, and the real-world constraints they operate within. My background in public health, psychology, and UX-informed research shapes how I approach audience insight and behavioral understanding.
1
Build the Visual System
From typography and color systems to layout structures and campaign assets, I develop cohesive visual systems that ensure consistency across touchpoints.
2
Build the Visual System
From typography and color systems to layout structures and campaign assets, I develop cohesive visual systems that ensure consistency across touchpoints.
2
Build the Visual System
From typography and color systems to layout structures and campaign assets, I develop cohesive visual systems that ensure consistency across touchpoints.
2
Apply Across Campaign & Communication
I translate the system into actionable deliverables: social graphics, reports, presentation decks, exhibit materials, and digital assets that support real engagement.
3
Apply Across Campaign & Communication
I translate the system into actionable deliverables: social graphics, reports, presentation decks, exhibit materials, and digital assets that support real engagement.
3
Areas of Focus
I focus on brand and campaign design for mission-driven teams, translating complex initiatives into cohesive visual systems and communication assets.
Brand Identity Systems
Logo, typography, color systems, and guidelines that create clarity and consistency across organizational touchpoints.
Brand Identity Systems
Logo, typography, color systems, and guidelines that create clarity and consistency across organizational touchpoints.
Brand Identity Systems
Logo, typography, color systems, and guidelines that create clarity and consistency across organizational touchpoints.
Editorial & Report Design
Annual reports, impact summaries, and long-form storytelling layouts grounded in accessibility and audience insight.
Editorial & Report Design
Annual reports, impact summaries, and long-form storytelling layouts grounded in accessibility and audience insight.
Editorial & Report Design
Annual reports, impact summaries, and long-form storytelling layouts grounded in accessibility and audience insight.
Campaign & Advocacy Design
Social campaigns, exhibit graphics, toolkits, and outreach materials designed to inform and mobilize communities.
Campaign & Advocacy Design
Social campaigns, exhibit graphics, toolkits, and outreach materials designed to inform and mobilize communities.
Campaign & Advocacy Design
Social campaigns, exhibit graphics, toolkits, and outreach materials designed to inform and mobilize communities.
Presentation & Communication Design
Pitch decks, educational materials, and cross-functional design assets that support internal and external communication.
Presentation & Communication Design
Pitch decks, educational materials, and cross-functional design assets that support internal and external communication.
Presentation & Communication Design
Pitch decks, educational materials, and cross-functional design assets that support internal and external communication.
Client Reviews
Feedback from organizations and partners I have collaborated with across civic,
community, and brand initiatives.
Andrea Scott
Founder, Pure Expressions Apparel
"I reached out to Alifa after launching my small apparel business, hoping she could help elevate our social media presence. I needed creative videos, product posts, and digital images that showcased our apparel in a stylish and engaging way. Alifa delivered exactly what I envisioned and more! Her work exceeded my expectations, and I absolutely loved everything she created. I just posted it on TikTok and Instagram, and it looks incredible."
5.0
Ashley Melnik, CMC
Clerk to the Zoning Board of Appeals
“I had a truly positive experience working with Alifa Watkins, a talented and dedicated Revere resident, on the redesign of the City Seal for the City of Revere. Alifa brought creativity, professionalism, and a deep appreciation for the city’s history and identity to the project. Her thoughtful approach and collaborative spirit made the process both enjoyable and impactful, resulting in a design that reflects the pride and character of our community.”
5.0
Perin McNelis
Manager, Borderlands Restoration Network
“Alifa’s professionalism, collaborative spirit, and creative problem-solving truly stood out during the Prototype for the Planet Designathon. She played a lead role in developing a marketing and partnership strategy, and created a ready-to-use toolkit that BRN could immediately implement. Her thoughtful questions and deep understanding of our mission helped shape a solution that was not only strategic, but also beautifully executed. I was incredibly impressed by her ability to distill a complex issue into clear, actionable deliverables in such a short time frame.”
5.0
Tranée Nicole
CEO of IFEMI WELLNESS
"Alifa is a dedicated design professional who brings an endless stream of smart, brilliant ideas to elevate your branding and optimize your messaging visually. She has a rare ability to translate big, messy goals into clear, polished design that feels intentional and modern. Her attention to detail, collaborative approach, and strategic thinking make the process feel easy, even when the work is complex. If you want creative that is both beautiful and effective, she is the designer you want in your corner."
5.0
Andrea Scott
Founder, Pure Expressions Apparel
"I reached out to Alifa after launching my small apparel business, hoping she could help elevate our social media presence. I needed creative videos, product posts, and digital images that showcased our apparel in a stylish and engaging way. Alifa delivered exactly what I envisioned and more! Her work exceeded my expectations, and I absolutely loved everything she created. I just posted it on TikTok and Instagram, and it looks incredible."
5.0Ashley Melnik, CMC
Clerk to the Zoning Board of Appeals
“I had a truly positive experience working with Alifa Watkins, a talented and dedicated Revere resident, on the redesign of the City Seal for the City of Revere. Alifa brought creativity, professionalism, and a deep appreciation for the city’s history and identity to the project. Her thoughtful approach and collaborative spirit made the process both enjoyable and impactful, resulting in a design that reflects the pride and character of our community.”
5.0Perin McNelis
Manager, Borderlands Restoration Network
“Alifa’s professionalism, collaborative spirit, and creative problem-solving truly stood out during the Prototype for the Planet Designathon. She played a lead role in developing a marketing and partnership strategy, and created a ready-to-use toolkit that BRN could immediately implement. Her thoughtful questions and deep understanding of our mission helped shape a solution that was not only strategic, but also beautifully executed. I was incredibly impressed by her ability to distill a complex issue into clear, actionable deliverables in such a short time frame.”
5.0Tranée Nicole
CEO of IFEMI WELLNESS
"Alifa is a dedicated design professional who brings an endless stream of smart, brilliant ideas to elevate your branding and optimize your messaging visually. She has a rare ability to translate big, messy goals into clear, polished design that feels intentional and modern. Her attention to detail, collaborative approach, and strategic thinking make the process feel easy, even when the work is complex. If you want creative that is both beautiful and effective, she is the designer you want in your corner."
5.0
Additional Background
Additional Background
Insights into my cross-functional collaboration, UX-informed approach, and experience working with mission-led organizations.
What types of teams do you work best with?
I collaborate effectively with marketing, communications, product, and leadership teams, translating strategic goals into cohesive visual systems and campaign assets. I am comfortable presenting concepts, incorporating feedback, and aligning design decisions with broader organizational objectives.
How does your UX-informed background influence your brand work?
How do you collaborate with engineers during handoff?
What design tools do you use?
Are you available for full-time roles?
What industries do you work with?
What types of teams do you work best with?
I collaborate effectively with marketing, communications, product, and leadership teams, translating strategic goals into cohesive visual systems and campaign assets. I am comfortable presenting concepts, incorporating feedback, and aligning design decisions with broader organizational objectives.
How does your UX-informed background influence your brand work?
How do you collaborate with engineers during handoff?
What design tools do you use?
Are you available for full-time roles?
What industries do you work with?