UCSF

The UCSF Alliance Health Project is a division of the Department of Psychiatry at Zuckerberg San Francisco General Hospital and Trauma Center whose mission is to support the mental health and wellness of LGBTQ+, and HIV-affected communities in constructing healthy lives. AHP needed a brand that could reframe the conversation of mental health. They wanted to build self-esteem and enable possibility for their clients. My role was to design and lead the rebrand for the Department of Psychiatry's digital and print presence. Challenge: Getting the staff on-board for the new brand. Goal: To create a comprehensive brand that the clients at AHP could trust. Solution: We have created a visual identity that is bright and positive with the use of friendly, inviting photography and messaging. The tone of voice allows AHP to build trust with clients. “So Long Worries, Hello AHP, Peace of Mind Starts Here.”

Our clients come in for mental health services, substance use counseling and are from the LBGTQ and HIV-affected communities. So we wanted our brand voice and photography to be positive and uplifting.

The department provides four different programs: Behavioral Health, Mental Health, Sexual Health, and Provider Training. Each program was given a color to differentiate them by. The gradient overlay over the photographs adds warmth.

Brochure / Postcard Covers

Brand Guidelines

Human-Centered Design

Process we used for creating the rebrand.

↑Back to Top