a golden organization

G.O.L.D.E.N is a pioneering mental health initiative focused on educating and empowering people of color, with a particular emphasis on girls, in understanding and overcoming mental health stereotypes. Founded through a collaborative effort, the name represents Aspirations for Girls and Guys of Leadership, Diversity, Education, and Nobility. With a mission to make wellness accessible and engaging for all. Their vision extends beyond traditional mental health support, aiming to create a vibrant community with resourceful approaches to overall wellbeing.

The project goals for G.O.L.D.E.N focused on establishing a strong brand foundation:

• Create a cohesive visual identity that resonates with their target audience
• Design merchandise that aligns with their mental health mission and values
• Build a visual foundation that supports their growth into events, partnerships, and community building

Before partnering with us, G.O.L.D.E.N lacked a cohesive visual identity that could effectively communicate their mission. Without professional branding, they struggled to establish credibility and connect. Their outreach efforts were limited by inconsistent messaging and visuals that didn't reflect the vibrancy and importance of their mental health initiative.

For the visual identity design, we embarked on creating a sophisticated and meaningful brand identity that would resonate with G.O.L.D.E.N's mission. The centerpiece of this identity is a reimagined smiley face icon featuring a distinctive wink and gold accents, symbolizing both warmth and transformation. Our design approach combined contemporary aesthetics with carefully selected warm golden tones and cool accents to reflect the journey of hope and positive transformation in mental health.

In developing the merchandise design, we focused on creating a collection that would seamlessly integrate the new visual identity while maintaining a strong connection to mental health awareness. Each piece was thoughtfully designed to be both wearable and meaningful, serving as natural conversation starters about mental health and community building. The merchandise line reflects the brand's values of accessibility and diversity while maintaining visual appeal.

The brand style guide was developed as a comprehensive roadmap for maintaining brand consistency across all platforms. We meticulously documented the usage guidelines for colors, typography, imagery, and brand elements, including detailed specifications for both digital and print applications. This guide serves as a valuable tool that empowers the client to maintain brand consistency as they grow and expand their initiatives.

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The launch of G.O.L.D.E.N's new brand identity has been met with enthusiastic response across social media platforms, particularly from their target demographic of young people of color. The cohesive visual identity has significantly enhanced their online presence and community engagement.

Key project outcomes include:

• Successfully developed a distinctive visual identity system featuring a reimagined smiley face icon with gold accents, reflecting the organization's mission of mental health awareness
• Created a comprehensive brand style guide that provides clear direction for consistent brand application across all platforms
• Established a strong foundation for G.O.L.D.E.N's mission to support mental health education and empowerment in communities of color