Client: The Joyful Heart Foundation
Team: Debbie Millman, Melanie Wiesenthal, Jessie Mcguire, Shaz Bhola, CJ Draper, Maria Sanoja, and Yasemin Uyar
The Joyful Heart Foundation is a non-profit organization established by Mariska Hargitay in 2004 to support survivors of sexual assault, domestic violence, and child abuse through their healing process. Since then, JHF has expanded on the core mission of survivor-centric care to include education and advocacy, demonstrated in external campaigns (No More campaign) and internal initiatives (End the Backlog).
As JHF enters its 11th year, the mission has been updated for accuracy and simplicity and places survivors at the center: Our mission is to transform society’s response to sexual assault, domestic violence and child abuse, support survivors’ healing, and end this violence forever.
Our challenge is to create a successful brand architecture that positions the brand for growth, guides development and innovation, and simplifies stakeholder and audience understanding and navigation of your work.
As JHF has evolved, so too have its sub-brands and affiliates, in some cases eclipsing the authority of the organization and presenting a fragmented brand architecture. The challenge is to develop a visual identity that unifies these sub-brands under the JHF umbrella, simplifies understanding among audiences, and positions the organization for growth.
To unify the brand architecture and align it with the new mission. We plan to carry this out through a number of deliverables:
-An iconic logo including new type for Joyful Heart and an accompanying mark that can be used with the sub-brands
-Brand architecture including visual standards for the new logo lock up with all sub-branded campaigns and initiatives, including No More, End the Backlog, and Heal the Healers
-Joyful Heart Foundation style guidelines (Brand Book) 
-Application of key brand touchpoints (i.e. letterhead, gala collateral, etc.) as chosen by JHF team

The old Joyful Heart Foundation identity

The new Joyful Heart Foundation visual identity

The JHF master logo applied to a brand architecture

25 page Legislative Handbook for End the Backlog's Rape Kit reform.

The Joyful Heart Foundation 100 page Brand Book

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