Counseling4Kids Brand Identity and Web Design

Counseling4Kids is an LA-based non-profit that helps children struggling with mental illness.

Brief: The work that Counseling4Kids does throughout the Los Angeles area is life saving. Committed to helping children of all ages with a wide swath of mental health issues - often when no one else will - they rely on largely donations to run their organization.

They came to use in search of a modern, refreshed brand identity and website that reflected their welcoming, inclusive values and the powerful work they do in the communities. What’s more, a modernized brand and website would help to boost brand credibility, leading to more donations.

Working with their marketing and leadership team, we developed a new brand identity, including logo, color palette, fonts, and iconography. We then created a robust Squarespace website to replace their former dysfunctional site, providing them a no-nonsense and affordable option that was easy to manage.

The brand is welcoming without being patronizing, and colorful without being juvenile. We leaned into a value that was unique to Counseling4Kids: that humans are imperfect. The organic shapes, urban textures, and hand-drawn elements represent this concept.