A brand identity worthy of a nonprofit.
BRIEF
PRC (formerly Positive Resource Center) is a San Francisco nonprofit serving individuals affected by HIV/AIDS, substance abuse, and mental health issues. After having merged with two other nonprofits in the Bay Area, they needed help telling their own story. Together, we developed a rebrand that enveloped their expanded offerings in a thoughtful, strategic way.
ROLE
As the lead creative overseeing their new logo design and branding efforts. Working collaboratively with strategists, copywriters, and other creative professionals, I provided both creative direction for other designers and hands-on design execution. I facilitated creative discovery meetings with PRC’s leadership and key stakeholders. Then, I successfully designed a logo and new branding system, a promotional video, market materials, and swag.
SCOPE
Identity & Visula Language • Logo • UX/UI + Web • Collateral • Video
A HOME FOR COMPASSIONATE CARE
Consolidating 3 former organizations’ websites into one succinct story, I worked closely with the PRC team to build an entirely new web presence from the ground up. PRC offers a large variety of services for people with differing needs, so we began with a site structure that made it easy for all of PRC’s clients to find the information they were looking for. Then, I designed every page with the new brand to ensure a consistent look and compassionate voice throughout the website experience.
BRIDGE TO BETTERMENT
The logo – with a nod to the iconic Bay Area bridges – symbolizes the path to reaching one’s full potential. Like the structure of a bridge, there may be ups and downs, but with a solid foundation built on PRC’s help, people can rise up and move forward. The Bridge to Betterment logo also conveys connection – the bridging of services that PRC offers and the strong ties that PRC creates within the community.
“PRC’s new brand, expertly shepherded by Vanessa, is a reflection of a $24M agency for the 21st Century. The process was as polished and professional as the final product: a brand and logo that represent the heart and soul of PRC.”
—JOE TUOHY, CHIEF OPERATING OFFICER, PRC
THE PROMISE OF PROGRESS
Clever and colorful, the brand welcomes clients and instills them with a sense of hope and progress. The system of curved bars is also quite flexible, expanding and contracting to highlight key information and add a dynamic feel to layouts.
