Torchlight Recovery
Illuminating the
Path to Healing and Transformation
We empower individuals to overcome adversity, rebuild their lives, and step into a future filled with hope and purpose.
Designing for Impact and Meaning
THE CHALLENGE:
Business Goal: To establish a strong, professional brand identity for a new non-profit, Torchlight Recovery, that would build trust within the recovery community and attract the right donors for future growth.
Brand Challenge: The organization needed a brand that felt both hopeful and stable. It had to visually communicate its mission and spiritual purpose in a way that was authentic, welcoming, and inspiring.
Consulting Challenge: The client needed more than just a logo; they needed a strategic partner to guide them through the entire branding process, from defining their long-term vision to executing a comprehensive brand system.
THE STRATEGIC APPROACH:
My Core Strategy: As the lead brand consultant, my strategy was to facilitate a deep discovery process over several months to understand the organization's core values. We built the brand around the central concepts of "light" and "humanity."
Why this was the right approach: A "strategy-first" process was essential. By rooting every design choice in the organization's mission and future goals, we ensured the final brand would be an authentic and powerful tool for both community outreach and donor engagement.
The Creative Execution: The brand symbol was designed to evoke a sense of welcome and forward momentum, with an outer arch representing light and an inner shape representing the individual. The color palette—a grounding brown and an energetic orange—was chosen to feel both stable and hopeful. I delivered a full, comprehensive brand identity system.
THE OUTCOME:
The Qualitative Result: The final brand identity successfully translates the organization's spiritual purpose into a modern, professional, and inspiring visual system.
The Business Impact: The new brand is now in active use across all of the organization's programs and communications. It has provided them with a powerful and cohesive foundation to build trust with their community, attract new donors, and grow their impact.
Color Palette: A Blend of Stability and Energy
The Torchlight Recovery color palette conveys strength, warmth, and approachability, reinforcing its role as a guiding light in recovery. Anchored by earthy brown for stability and trust, and bold orange for energy and transformation, the palette creates a strong yet inviting brand presence. Neutral hues add contrast and versatility, ensuring consistency across digital and print materials.
Typography: A Balance of Tradition and Modernity
The Torchlight Recovery typography system balances stability, clarity, and modern accessibility. Optima, a timeless serif, conveys strength and sophistication, while Source Sans Variable, a modern sans-serif, enhances readability and adaptability. This pairing ensures a professional yet welcoming tone across print and digital formats, maintaining consistency and reinforcing the brand’s identity.
Bringing the Brand to
Life Online
A brand isn’t just about a logo—it’s about how people experience it. After developing Torchlight Recovery’s branding and digital assets, I provided strategic guidance on templates, social media, and communication strategies, ensuring brand consistency across all touchpoints.
More Than Just Merch,
It's A Movement.
Swag isn’t just about branding—it’s about creating a sense of connection. I introduced Torchlight Recovery to the idea of hoodies, baseball caps, and tote bags as an easy and affordable way to build awareness and community engagement. Totes, in particular, offer a practical option, especially for women who are more likely to use them daily. The team was excited about the potential, recognizing that wearable items not only spread their message but also help people feel personally connected to the organization.
