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Branding // ProUnitas

Houston-based nonprofit ProUnitas provides school administrators and counselors with a holistic understanding and of their students’ needs and connects them with the resources to help.

The new mark for ProUnitas I made to be an evolution from the nonprofit’s original purple and pink “lotus” mark. The “Stellaflora” combines a (Texas) star with a single-line knotwork flower, both at a dynamic ‘moving forward’ angle. The mark contains 10 colors that contain a continuous spectrum, including the colors of the brand’s preexisting illustrations. The color scheme signifies diversity and inclusion, and also a bright positivity (against the darkness in which society often casts all sorts of underprivileged groups.

ProUnitas’ main product is a superpowered Salesforce-based CRM for schools they called Purple. I worked out with them how they wanted to handle the branding of this product in terms of its relation to the overarching brand, and ultimately landed on a brand extension that left space for more as they expanded their offerings.

I developed a brand system and made them a style guide with new color and full typography specs. With it, I included brand elements that used the color scheme to incorporate into their site and marketing materials.

The branded color palette with 10 tones was intended to meet their brand’s needs, because I came to understand that complex information graphics and data visualizations were a part of their regular outputs. This map of the greater Houston school districts and resources they reach uses the whole set and a few linescreened tints. View it here.