CHRYSALIS BRAND IDENTITY

Client: Chrysalis

Business Problem: Chrysalis Institute, a local nonprofit devoted to spiritual and personal wellness, had difficulty getting their message across. Their brand style was confusing and the broad range of services they offer made their purpose come across as vague. 

Solution: Re-branded Chrysalis by dropping "Institute" from the name, and changing the typeface of their logo. Additionally, we streamlined their messaging by breaking their organization down into 5 major pillars that encompass everything Chrysalis has to offer. Furthermore, we designed corresponding icons to the pillars, each one matching the style of the logo so that potential clients can associate visuals with the nonprofit's mission.

Deliverables: Logo redesign, business card, letterhead, rack card

LOGO & ICONOGRAPHY

For the logo, on top of removing the word “Institute” from the name, we created a strong, symmetrical, and clean logomark for Chrysalis that represents personal growth and a welcoming, modern typeface to match its curvature.

After significant research, we drew the conclusion that people were confused by Chrysalis’ branding primarily because they offer such a wide range of services. We created the five brand pillars, each with a corresponding icon that matches the style of the Chrysalis logo. This helps people visually identify with and subsequently seek out specific Chrysalis programs instead of being overwhelmed by their wordy menu of services.