CRI-Help Branding

CRI-Help is a CA-based organization with the mission statement of the following: “CRI-Help will be the preeminent leader of abstinence-based, SUD treatment for all people in need, regardless of their socioeconomic background.” In this project, which spanned 6+ months of interviews with the clients, feedback from their board, and countless iterations, we arrived at a new logo that embodies their mission and values in a way that their previous one never did. I also created a brand style guide to provide direction and guidance on how the new branding should be used.

My Role
Brand+content designer

Results
Created an entirely new brand concept for a long-standing brand to modernize it and give it a look+feel that better represented the company’s core values and goals

Client
CRI-Help

Year
Designed in 2024

Rebranding: This logomark was created to represent the journey of each individual that comes through CRI-Help, with the lines (12 in total, to represent the 12 steps of recovery) symbolizing paths or roads in and out of the organization. The geometric lettering is also a stylistic nod to the origins of CRI-Help, which was founded in 1971.

Brand Style Guide: These guidelines were put together to help everyone across the organization use the new branding correctly and consistently across all formats and mediums. The pages outline the do’s and dont’s of how to use each of the colors, logos, type, and brand elements.

Brand Applications: Here is a collection of the mockups I did showing how the brand collateral would be applied across letterhead, ID badges, t-shirts, social media accounts and business cards.

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