Brand Identity
FundaMental Health is a young 501(c)(3) nonprofit on a mission to connect underserved populations to quality mental health care.
As the organization entered its second year serving the community, I joined the team to help reposition the brand. In close collaboration 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 — BRAND IDENTITY (2024)
Creative Direction, Brand Positioning, Events
Some Illustrations — Mane Sargsyan
Brand Reposition
To uphold the brand recognition that had already been cultivated, we kept the logo and reinvisioned everything else. I set the creative vision and built a visual identity that reflected the core values and energy of the people behind the mission; authenic, inclusive, supportive, warm. As we added illustrators and designers to my team, each one of them added their own flair to the visual system.
Brand Book
An integral piece of the brand reposition was clarity in our messaging. Our CMO and I collaboratively crafted a clear, compelling marketing piece for donors, clients (adults and children), and partners that communicated who we are, what we do, and why.
Website Refresh
In collaboration with our executive board and care teams, I designed the website to fit our specific funding, client, and partnership needs.
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.
