Sole brand designer at a health nonprofit that grew from reaching hundreds of Texans to millions. My job was to steward one brand through that growth: evolving it, extending it, and protecting what made it work.
Grassroots nonprofits usually outgrow their brands. New programs, new partners, and new funders each pull the identity in a different direction until nothing matches. It’s Time Texas was scaling fast, and every year brought new statewide campaigns, community events, and funding asks that all needed to look like one organization.
As the only designer, I couldn’t just produce assets. I had to build the structure that kept the brand coherent while it multiplied.
The core of that structure was a micro-brand architecture. Each major program got its own identity: the statewide Community Challenge, Texas Walks, the annual health summit, and localized campaigns that got people and their pets moving. Every micro-brand had its own look and energy, but each one connected visibly back to the ITT mission, so a poster in a small town gym and a sponsorship deck in a boardroom were unmistakably the same movement.
That balance, distinct enough to feel local and fun, consistent enough to build one statewide brand, is the discipline I carry into every system I’ve built since.
Health data and grant metrics don’t move people on their own. I designed the annual reports, funding documents, and sponsorship decks that turned dense outcomes into stories funders and partners could act on, including the B2B deck that proved the Community Challenge’s statewide ROI. For the state’s biggest health summit, I built the full event brand and turned a dense multi-day itinerary into a clean editorial program that attendees actually used.
A regional nonprofit became a statewide movement without losing its identity along the way. The micro-brand system let the organization say yes to new programs and partners quickly, because the brand could stretch without breaking. Stewardship over years, not projects, is where I learned that a brand is a living system you tend, not a file you deliver.