Brand Refresh: Struggle Well 

My role:

Art direction
Branding: Color Palette Development, Typography
Master PPTX


Boulder Crest Foundation is a non-profit organization helping veterans lead fulfilling lives in the aftermath of trauma. After nearly a decade of service, they gained tremendous insight into how people overcome times of deep challenge. They have been developing a consumer brand, Struggle Well, geared towards applying their learnings in within the civilian community. They wanted to separate distinguish these two branches more clearly.

I identified a freelancer, Alen, whose logo work embodied the strong lines and style BCF was looking to achieve.

I created a palette that was harmonious and played well with the other side of the Struggle Well brand, whose dominate colors are yellow and black. I also selected ACIER, strong bold font with similar lines as the logo for headlines and roboto for the body copy.

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