Lindsey is one of the best to work with. After an initial consultation, I knew she would help translate my cluttered thoughts and clouded ideas into a work of art to be understood. Working with Lindsey to develop a logo and related branding for our non-profit was a methodical, step-by-step process to refine everything into a solid brand that I truly believe resonates with our patients and donors. The feedback from our target market says so as well. She's very communicative and responsive. I will continue to use Lindsey for all our needs in regards to branding and design work."

Dominique Davis

President, Project Defending Life

Project Defending Life

PDL is a Catholic umbrella organization in New Mexico with three central ministries to build a culture of life and end the perceived need for abortion.

Client: Project Defending Life – Family of Brands

Scope: Logos and Branding for Parent Brand and Two Sub-Brands

Overview

Project Defending Life (PDL) is a Catholic, pro-life organization dedicated to building a culture of life through life-affirming transformation of every New Mexican for the glory of God. Among the ministries under their umbrella brand is new women's health center (La Luz Women's Center) that needed a brand, as well as a monthly donor's program which funds these ministries. Ahead of the fundraising campaign PDL wanted to update their main logo and branding, to project the level of professionalism they have come to provide.

Challenge

These logos needed to family together in a cohesive way while also speaking to different audiences. The La Luz brand needed to appeal to women in need of healthcare, while the parent brand Project Defending Life needed to have a broader, more traditional appeal, as its main audience is medical professionals and donors. The Guardians of Life logo needed to contain elements of both logos, as the donors in this program support both ministries.

Solution

I created a color palette that would work for both initial brands, varied which color was the dominant color in each. For the La Luz brand, I added a complimentary gold color to convey the light radiance, and was able to marry the light rays from the La Luz logo with the Holy Family icon from the Project Defending Life logo to form the Guardians of Life logo. These brands are still in development and will come to life in stages over the next year, but the logos, colors, typography and brand elements have solidified their concepts and allowed the ministry to move forward with their plans with a visual identity which conveys competency to their donors and compassion to the populations they serve.

Lindsey Binion

Project Defending Life

Overview

Project Defending Life

La Luz Women's Center

Guardians of Life

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