Alana Faith Chen Foundation
Madeline Cedillo
Brand Designer
Creative Design
Adobe Illustrator
The Alana Faith Chen Foundation was created in memory of Alana, who tragically took her own life after enduring abusive “pastoral counseling” aimed at changing her sexual orientation. This experience had negative long-term effects on her mental health. The organization provides hope that no other LGBTQ+ person has to face the road to recovery from suicidal ideation alone.
The Challenge
Responding to an urgent need for help in the LGBTQ+ community, the foundation began quickly putting all efforts towards fundraising. They came to us to lay the groundwork through storytelling and visual identity.
The goal was to define their mission in a way that was clear to grant recipients, donors, and potential partners. To help tell their story, I was tasked with re-imagining the visual identity in a way that represented Alana’s life and journey.
The Solution
When starting the task of extending their brand, my foremost goal was to visually capture the creative and beautiful soul of Alana. Using her creativity and love for nature as a starting point, I aimed to differentiate the brand from others in the same domain.
Elevating the brand’s voice to new heights, I employed collage techniques, applied a distinctive color palette with playful illustrations. The end result of this brand exploration was a visual identity that exudes optimism and inspires hope in all who encounter it.
AFCF’s platform on social media is an integral part of spreading the brand’s awareness, providing crucial resources to those in need, and givethe organization a direct line of communication with its followers.
