Brand Systems & Communications
The Opportunity
As Rainbow Pride Youth Alliance evolved into RPYA.Health, the organization expanded from after-school programming and resource linkage into a behavioral health services provider. The original name and identity no longer reflected the scope or clinical positioning of its work.
The transition required a rebrand that could clearly communicate this shift, build trust with youth, caregivers, and institutional partners, and position the organization within the broader public health landscape.
Social Media Content Creator >
Communications Manager
Behavioral Health Non-Profit
Challenges
Process
Role
Industry
1. Brand Legitimacy “Rainbow Pride Youth Alliance” signaled a youth program, not a behavioral health provider, limiting credibility with caregivers and institutional partners. 2. Audience Expansion The organization needed to reach beyond LGBTQ+ youth to engage families, community partners, and state stakeholders without losing its core audience. 3. Message Clarity Its services had expanded, but its identity did not clearly communicate what it offered or how to access support. 4. Continuity Through Transition The rebrand needed to evolve the organization’s identity while maintaining trust with existing youth already engaged in its programs.
Solutions
The rebrand focused on building a cohesive system that could support both service delivery and public engagement. Each component was designed to work together—establishing credibility, improving clarity, and expanding the organization’s reach. Key Initiatives: 1. Brand Identity Developed a new visual identity—including logo, color palette, and typographic direction—to reflect RPYA.Health’s transition into a behavioral health provider. 2. Brand System Created a comprehensive brand guide to ensure consistency across all materials, establishing clear rules for visual and messaging application. 3. Clinical Services Promotion Produced videos, graphics, and social media content featuring clinicians to clearly communicate available services and build trust with potential clients. 4. Behavioral Health Campaigns Developed broader educational content to engage wider audiences, positioning RPYA.Health as a resource within ongoing conversations around mental and behavioral health. 5. Digital Platform Redesigned the website to clarify services, support client intake, and extend the organization’s public-facing education.
I led the development of RPYA.Health’s rebrand from within the organization, aligning leadership vision with on-the-ground communications work. I worked with my small team to structured to translate a complex organizational shift into a clear and scalable identity. 1. Internal Alignment Worked directly with executive and clinical leadership to define how the organization’s shift into behavioral health should be communicated. 2. Team Direction Built and led a small internal communications team to develop the rebrand from within the organization. 3. Strategic Translation Translated organizational priorities into a clear visual identity and messaging system that could scale across audiences.
Results
The rebrand and communications strategy repositioned RPYA.Health as a credible behavioral health provider, expanding its visibility beyond local programming into statewide recognition. This shift enabled the organization to engage with public institutions, policy spaces, and broader health initiatives. Key Outcomes 1. Statewide Recognition RPYA.Health’s digital zine library was cited by the California Department of Public Health (CDPH) as a model for engaging youth in public health education. 2. Policy Engagement The organization was invited to join the California State LGBTQ+ Legislative Caucus Advisory Board, representing youth perspectives in statewide discussions. 3. Public Health Partnerships RPYA.Health participated in CDPH’s Never a Bother campaign, contributing to a statewide mental health initiative focused on youth wellbeing.
The Logo
The original identity leaned on generic rainbow symbolism and a dated visual style, which made it difficult to position the organization as a credible behavioral health provider.
Before
After
The updated logo introduces a simplified, contemporary typographic system that balances professionalism with approachability, supporting both clinical services and youth engagement.
Color palette
The primary palette centers on a clear sky blue and stark white system to establish clarity, trust, and clinical credibility.
Secondary colors—cool greens and teals with a red accent—extend the palette to introduce warmth and energy.
This balance supports both the organization’s role as a behavioral health provider and its connection to youth-centered communication.
Typography
Like any good typography system, RPYA.Health uses expressive and functional typefaces to support a range of communication needs.
Tan Ashford establishes a distinct visual voice.
Playfair Display introduces a sense of authority rooted in traditional print.
Agrandir anchors the system with a clean, modern sans-serif, ensuring clarity and readability across digital platforms, including video and social content.
Content & Media direction
Content production focused on building a robust library of original media that could support both service promotion and public education. This included clinician-led video content, interviews with researchers and professionals, and an expanding zine library designed for cross-platform use.
Together, these assets created a flexible content system that allowed RPYA.Health to engage multiple audiences while maintaining consistency in voice and message.
Digital Platforms
Digital platforms were central to the RPYA.Health brand. Social media and web were developed in tandem to deliver accessible, affirming health information and connect users to care.
 |  |  |  |
|---|---|---|---|
 |  |  |  |
 |  |  |  |
 |
