Brand System

FundaMental Health is a San Diego nonprofit expanding access to quality mental health care for underserved individuals and families. As the org entered its second year, I partnered with the CEO to reposition the brand, clarify its communications strategy, build a marketing team, and create a more cohesive experience across donor, client, and community touchpoints. 

—Creative Direction
—Brand Strategy
—Brand Positioning
—Team Leadership
—Events
—Community Development

(Illustration) Mane Sargsyan
(Event Planning) Sophie Aslinger
(CMO) Mychal Edelman

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, human connection). As our marketing team expanded, I each member brought their own flair to the brand.

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.

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.

For Brunch with a View, our annual fundraising gala, I translated the brand into a lived community experience. I co-directed the event narrative, speaker flow, spatial planning, designed experiences, and tactile brand pieces (our amazing team brought it to life).

From emotive storytelling to participatory moments and experiential details, we fostered a space of intimacy and connection.