Worthy Brand Identity

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“Worthy” is a volunteer-driven brand and merch campaign designed to reinforce self-love and acceptance among local middle and high school students.

Worthy

Glance into the project

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Client

Realized

2020

Background: A series of tragic teen suicides in the Burlington, VT community sparked the creation of a simple, minimalist brand that encourages young people to recognize their intrinsic worth.
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Role / Setting: Pro bono creative director, collaborating with a local mental health organization to produce posters and merch.

Challenges, Approach & Concept

Challenge: Rally teens around a positive message without seeming forced or overly commercial, and do it under a tight volunteer-friendly budget.
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Approach: Prioritized genuine messaging and a minimal, doodle-inspired design that resonates with Gen Z’s preference for authenticity.
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Concept: Emphasize the word “Worthy” in a clean, handwritten style, supported by bold taglines like “You matter” and “You belong here.”

Process, Tools & Techniques

Design & Brainstorm: Compiled mood boards of raw sketches, bright color palettes, and inclusive imagery.
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Tools Used: Adobe Illustrator and Photoshop for the brand’s minimalist wordmark and poster layouts; screen printing for the merch.
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Collaboration: Mental health organization printed and distributed the final designs, with design direction fully volunteered by the creative team.

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Final Outputs, Impact & Reflection

Final Deliverables: Vibrant hoodies, T-shirts, and posters with a clean “Worthy” logo and simple, uplifting doodles.
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Impact: Teens wore the merch at local events, sparking positive conversations about mental health; “Worthy” has continued to resonate at community gatherings.
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Reflection: Demonstrated that purpose-driven, authentic design can galvanize meaningful community engagement and encourage crucial dialogue about mental health.

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