Youth Heartline, an organization centered around positively affecting children and families in lower income areas in the upper northern area of New Mexico. I was hired as a freelance designer to rebrand the nonprofits logo, website, and media presence to effectively engage other members of the New Mexico region. My work mostly catered to brand identity and effective social media strategies. Below is the process of logo rebranding for Youth Heartline. Starting from the storyboard deck I researched, moodboarded, conceptualized my ideas and thoughts onto frames. As you can see, word association is a key element when redesigning logos, it makes you think of brand identity, mission and their consumers. After gaining insight and inspiration, I moved onto renderings and sketching. This part in the process is most crucial because as I was sketching and coming up with different variations, I had to stay away from the current logo and communicate with my client to create a promising design that was clean and modern. Through a series of different styles we landed on the motif of the ‘Y’ and a heart at the stop to resemble youthfulness, care, and community. This was a fun project to work on someone who is fond of helping those in need and catering to a greater cause. I learned the importance and furthered my skills of time and client management, engaging storytelling, user research and content strategy.