EDIN is more than a nonprofit—it’s a movement aimed at breaking the stigma around eating disorders through empathy, education, and community support.

The goal wasn’t just visual—it was emotional. We set out to craft a brand that felt both trustworthy and tender, that could educate without intimidating, and that could stand strong beside national organizations like NEDA while staying authentically human.

My creative direction centered around blending compassion and clarity. I designed a visual identity rooted in symbolism: a stylized oak tree, representing strength, resilience, and collective growth. Its branches delicately form human figures a metaphor for community, healing, and the personal journey EDIN supports.

To reflect EDIN’s educational foundation and mental health focus, I chose Montserrat as the primary font — modern, clear, and accessible — and paired it with Lora, a serif typeface that adds softness and emotional warmth. The color palette combines grounding shades of teal and midnight blue with earthy peach and golden tones to convey both trust and hope.

The logo for EDIN is centered around a stylized oak tree — a symbol rich in meaning, thoughtfully chosen to represent the heart of the organization’s mission.

Why the Oak Tree? In many cultures, the oak tree is a timeless emblem of strength, resilience, and enduring support. It grows slowly but steadily, putting down strong roots and spreading its branches wide — much like the journey of healing from eating disorders. The tree’s stability and longevity make it a fitting metaphor for long-term transformation, grounding, and growth.