2025
Art Van
Full Brand Deck
Background
ArtVan is a mobile art therapy nonprofit delivering clinical mental health services to under-resourced communities across Maine. Operating from a converted vehicle, they meet youth where they are—eliminating barriers to care. Despite providing legitimate therapeutic interventions, their existing brand failed to communicate this distinction.
Core problem
ArtVan was consistently mistaken for a recreational arts program rather than a clinical mental health provider. The branding skewed toward children, limiting corporate wellness opportunities and institutional funding. The visual identity lacked the sophistication to secure major donations while the organization needed to preserve its grassroots authenticity.
The Approach for ArtVan
I began with a branding workshop to understand how the team viewed their program and where perception gaps existed. The rebrand addressed each finding: typography pairing institutional credibility with creative warmth, a color palette drawn from art therapy materials, and a logo that personifies the program—a van embraced by nurturing arms. The hand-drawn linework preserves DIY roots while the composition signals maturity. A mascot character was developed to humanize the experience and scale across future applications.
Steps Taken
Discovery Workshop: Collaborative session to identify perception gaps and priorities.
Logo Redesign: Van embraced by arms—fusing mobility with therapeutic care.
Typography & Color: Paired sophisticated and playful typefaces; earthy, organic palette.
Mascot & Collateral: Character development plus business cards, merchandise, and landing page concepts.
Results and Impact
The rebrand positions ArtVan to pursue institutional funding and corporate partnerships while maintaining community authenticity. The identity clearly communicates therapeutic legitimacy, distinguishing ArtVan from recreational programs and bridging two audiences: sophisticated enough for major donors, approachable enough for the communities they serve.