Brand Identity
FundaMental Health is a young 501(c)(3) nonprofit on a mission to connect underserved communities to quality mental health care.
As the organization entered its second year, I joined to help reposition the brand. Working closely with the founder and CEO, we refined the messaging to clearly express who we are, what we do, and why it matters. I developed a warm, authentic visual system, helped build and lead a team of four, and co-produced annual fundraisers and community outreach events.
FUNDAMENTAL HEALTH (2024)
Creative Direction, Brand Positioning, Events, Product Design
Some Illustrations: Mane Sargsyan
Brand Reposition
To preserve brand recognition, we kept the logo and re-envisioned the broader identity. I defined the creative vision and led the development of a visual system that reflected the core values and energy of the people behind the mission; authentic, inclusive, supportive, warm. As the team grew, each designer and illustrator contributed their own voice, enriching and evolving the system.
Brand Book
Clear, intuitive messaging was foundational to the brand reposition. In collaboration with the CMO, I led the development of a compellingnarrative and marketing piece for donors, clients, and partners that communicated who we are, what we do, and why it matters.
Website Refresh
To better serve our care team and create a cohesive client experience, I partnered across the organization to design a website thoughtfully aligned with our funding model, client needs, and ecosystem of partnerships.
Gala and Community Events
Brunch with a View, our annual fundraising gala, was a celebratory moment for every aspect of our foundation to come together. We designed curated moments, intentional speakers, client testimonials, and thoughtful exercises to bring our community closer.
