Billboard mockup of The Steve Fund new brand and messaging
Billboard mockup of The Steve Fund new brand and messaging

With a mission to change the culture, the Steve Fund promotes the mental health and emotional well-being of young people of color.

The team at the Steve Fund was looking to redefine itself, expand its reach, and appeal to a new level of donors and partners. We helped the organization clarify its position and purpose through a new brand strategy and visual identity.

Gif of the different Steve Fund logo formats
Booklet cover with new Steve Fund branding
Social media template with the new Steve Fund branding

Establishing the foundations

Building a strong brand strategy

During the branding process, we took a deep dive into their many audiences, from students to college executives and administrators to donors and philanthropies. We simplified the story by preparing several detailed personas that gave their leadership insights into how to tell the story. We looked at other mental health organizations to understand the Steve Fund’s key differentiators, and wrote a  declarative brand position statement that gave them a clear direction.

Defining the brand personality 


The organization brings a daring, enthusiastic dynamism to everything it does.


They are committed to making an impact in the community. They bring power and focus to their unapologetic demands for change.


They are discerning and thoughtful about their work, bringing an evidence-based approach to every decision.


They are empathetic and compassionate. Colleges and businesses are entrusting their young people to the Steve Fund, and their caring, sincere style is what sets them apart.

The Steve Fund brand color palette
Snippets from The Steve Fund brand guidelines

A memorable, distinctive visual identity

The new logo and visual identity of the brand grew directly out of the brand strategy.  The logo represents a coming-together of resources, tools, knowledge, diverse mental health expertise, and an inclusive community of action to support people of color in college and professional settings. The color palette is bright and sophisticated with touches of warmth. Our photography direction is based on conveying confidence and optimism.

The Steve Fund website desktop and mobile experiences
We built a wide variety of social templates that their communications teams can customize.
The Steve Fund mail chimp templates with new branding
We designed new MailChimp email newsletters with a flexible set of components for connecting with different audiences.
New social media templates and messaging for The Steve Fund
Marketing materials for The Steve Fund
Gif of marketing collateral for The Steve Fund
Presentation template design for The Steve Fund
One of the Steve Fund’s key communications tools is their presentation deck. We created a beautiful, flexible template they can use to keep the brand consistent and deliver powerful content.
Branded background patterning for The Steve Fund

Project Scope

  • Brand Guidelines
  • Brand Strategy & Messaging
  • Core Messaging
  • Logo Design
  • Positioning
  • Visual Identity Systems
  • Voice & Tone Guidelines
  • Change Management
  • Interviews
  • Surveys
  • Workshops & Focus Groups
  • Audience & Channel Analysis
  • Campaigns
  • Communications Strategy
  • Email Newsletters
  • Marketing Assets
  • Marketing Strategy
  • Photography Direction
  • Presentations & Pitch Decks
  • Social Media
  • Digital Tune-Ups

Themed design for s.h.i.f.t. presentation report. Abstract, wavy and circular shapes in greens and purple.
Let’s make something great together.