HER SONG
THE OPPORTUNITY
HerSong needed a more cohesive brand platform that could support the organization as it grew, giving the team a clearer way to communicate its mission across digital, fundraising, outreach, and long-form storytelling.
The goal was to create a system that felt human, hopeful, and recognizable while giving every part of the organization a consistent visual and verbal foundation.
MY ROLE
I served as Creative Director for HerSong’s refreshed brand platform, helping shape the strategic direction and working closely with the client team and lead designer from concept through rollout. I developed the framework for the brand guide, guided the messaging and visual direction, and directed the identity as it came to life across digital, editorial, fundraising and outreach materials.
Creative Direction • Brand Strategy • Art Direction • Brand System Development • Digital Experience • Editorial Direction
THE BRAND SYSTEM
The refreshed identity combined a handwritten wordmark, bird motif, soft color palette, and paint stroke textures to create a visual language that felt personal, hopeful, and distinctly HerSong. The system was designed to flex across everything from digital experiences to fundraising communications and editorial content.
DIGITAL EXPERIENCE
The refreshed brand extended into a responsive digital experience designed to feel calm, human and approachable while handling a complex and sensitive mission. The site brought storytelling, service information and opportunities to engage together within one cohesive visual system.
SING A NEW SONG
Sing a New Song is a 30-day devotional written and inspired by Her Song survivors and team members. Designed for personal reflection, prayer groups, and shared study, each day pairs devotional content, scripture, takeaways, and prayer within a visual system that feels hopeful, calm, and deeply personal.
More than a resource, the finished piece was designed as a lasting expression of the Her Song brand, something beautiful enough to keep, share, and return to again and again.
During Demi Tebow’s birthday fundraiser, supporters who joined The Nest, Her Song’s monthly giving community, received a complimentary copy, extending the piece from brand expression into a meaningful donor touchpoint.
COMMUNITY + OUTREACH
The brand system was designed to flex across the organization’s ongoing communications, from community education and survivor outreach to supporter engagement and social storytelling. I provided creative direction as the identity was extended into materials that needed to feel both emotionally resonant and clear enough to communicate complex information.
