Brand System
FundaMental Health is a nonprofit working to expand access to quality mental health care for underserved communities through funding, provider partnerships, and personalized support.
As the organization entered a period of growth, I partnered closely with leadership to help clarify the brand’s positioning, strengthen its communications strategy, and build a more cohesive experience across donor, client, and community touchpoints. I led the development of a flexible visual system designed to feel warm and accessible, helped grow and mentor a small creative team, and supported fundraising events and communication initiatives that deepened community engagement.
FUNDAMENTAL HEALTH (2024)
Creative Direction, Brand Positioning, Events, Product Design
Some Illustrations: Mane Sargsyan
Brand Reposition
To preserve brand recognition while supporting future growth, we retained the existing logo and reimagined the broader identity. I defined the creative direction and led the development of a visual system that reflected the organization’s values: warmth, accessibility, inclusivity, and human connection. As the creative team expanded, each contributor brought their own perspective, allowing the identity system to evolve organically alongside the mission.
Brand Book
Clear, intuitive communication became foundational to the repositioning effort. In partnership with the CMO, I helped develop a brand narrative and communication system that clearly articulated the organization’s mission, funding model, and long-term vision to clients, partners, and donors.
Website Experience
To better support both clients and care providers, I collaborated across teams to redesign the website experience around accessibility, trust, and clarity. The refreshed system aligned the organization’s funding model, care network, and partnership ecosystem into a more cohesive digital experience.
Gala and Community Events
Brunch with a View, the organization’s annual fundraising gala, became an opportunity to translate the brand into a lived community experience. I helped shape the event narrative, donor touchpoints, visual environment, speaker flow, and interactive moments designed to deepen emotional connection and reinforce the organization’s mission.
From testimonial storytelling to participatory exercises and environmental details, each element was designed to foster intimacy, trust, and collective investment in the future of accessible mental health care.
