FUNDAMENTAL HEALTH 501(c)(3) (2024)
Brand System
FundaMental Health is a nonprofit working to expand access to quality mental health care for underserved communities in and around San Diego County. Through specialized provider partnerships, personalized support, and funding, they provide support for both individuals and families.
I partnered with the CEO as the org entered it's second year to restructure the brand's positioning, clairify the communications strategy, and build a cohesive experience across donor, client, and community touchpoints. I led the development of a 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.
CREATIVE DIRECTION, BRAND POSITIONING, EVENTS, PRODUCT DESIGN
(ILLUSTRATION) 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 (accessibility, inclusivity, and human connection). As our creative and marketing team expanded, each member 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 simplified brand narrative and translated it into a cute, illustrated book that clearly articulated the organization’s mission, funding model, and long-term vision to clients, partners, and donors.
WEBSITE EXPERIENCE
To better support both our clients and care providers, I collaborated across our Clinical and Marketing Teams to build a website experience that built trust through accessibility and clarity. The refreshed system aligned the organization’s funding model, care network, and partnership ecosystem into a more cohesive digital experience.
COMMUNITY & GALA 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.
