National Asian American Pacific Islander Mental Health Association
Advocating for a Community’s Well-Being
Challenge
National Asian American Pacific Islander Mental Health Association (NAAPIMHA) strives to raise awareness about the role of mental health and social justice in an individual’s health and well-being, especially in Asian American Native Hawaiian Pacific Islander (AANHPI) communities throughout the US. The organization wanted to increase its brand visibility and awareness of its initiatives on a local and national level. Its logo was conceptually successful, but NAAPIMHA wanted the organizational brand to better reflect its mission, vision, and values. Additionally, the organization wanted a more cohesive and professional look for its internal and audience-facing materials.
Approach
We started the brand refresh by deconstructing and redrawing the logo’s graphic mark. We then explored new typography that better connected with the logomark—a friendlier, easier-to-read typeface. Next up was rejuvenating the color palette and expanding it to include more versatile, brighter colors and gradients. We introduced a series of patterns based on shapes from the logomark that would be used as a new design element across the materials for the organization. Once the refresh was complete, we designed new templates for presentations, social media, training guides, and email newsletters.
