This project involves designing a new brand identity for the National Alliance on Mental Illness (NAMI), one of the largest mental health support organizations in the United States.

Asend is a skincare brand born from personal need and driven by purpose — to care for both personal and planetary health. Created by a climber facing skin challenges like flappers and dryness, Asend fills a gap with natural, female-focused products tailored for climbers. Frustrated by overly fragrant, poorly textured options, the founder prioritized comfort, effectiveness, and eco-consciousness. Using premium, sustainably sourced ingredients.

This project brings the iconic M&M’s Yellow, Red, and Blue characters to life, crafting three distinct worlds that reflect their unique personalities. Yellow embodies nature and the open wilderness, Red represents ambition and bold individuality, while Blue shows a laid-back, relaxed vibe. As the worlds continuously shift and transform, they eventually converge into M&M’s big family, culminating in a logo reveal.

A story unfolds of a rock chosen by fate, shattering to reveal liquid gold that transforms into a crown. This crown, symbolizing power and desire, was once a meaningless piece of nature but ultimately becomes the object of a fierce struggle. As people compete to claim it, the crown embodies chaos and ambition, reflecting humanity's relentless pursuit for dominance.