Center for transforming lives – rebranding campaign

For a long time, Fort Worth's chapter of the YWCA had been coping with public confusion as to what exactly its purpose was. Seems a lot of folks linked the organization to the YMCA and believed it was a gym for women. Instead, however, it's an invaluable source of support and encouragement for impoverished women and their families. With open hearts, the group helps these struggling women achieve independence through housing stability, child care and financial-empowerment services. In short, they transform lives. A name change was in order, so they took a cue from their mission and renamed themselves Center for Transforming Lives.

I was delighted to create their new brand look, which started with the logo and branched out to other marketing materials. From the outset, the Center's team liked the idea of a butterfly. I had to agree that it made perfect sense, given the theme of "transformation." I definitely wanted to provide a contemporary design and avoid using a very literal, expected illustration of a butterfly. To that end, I built the mark from a series of colorful dots, which blend from blue to green. It's an optimistic palette, motivating the dots to compose a harmonious mosaic motif. I feel the look represents many people and programs coming together to create something beautiful.