ACTION FOR HEALTHY KIDS REBRAND
A Rebrand Identity Project
I led the development of a bold new visual identity designed to reflect the organization’s mission with greater energy, urgency, and optimism. I crafted the brand system from the ground up, including logo design, typography, color palette, graphic elements, photography direction, and digital applications, creating a cohesive identity that could scale across web, print, campaigns, and fundraising materials. The rebrand transformed AFHK’s presence into a more action-driven and contemporary expression, helping communicate the organization’s commitment to improving child health nationwide.
Category
Brand identity design
Role
Art Director & Designer
Credits
Copy writer: Alyssa Engsberg
Creative Director: Shawn Pals
WHO IS ACTION?
Action for Healthy Kids (AFHK) is a national nonprofit dedicated to helping children thrive by ensuring they have access to nutritious foods, safe places to be active, and healthy, supportive environments both in and out of school. Through partnerships with families, schools, and communities, AFHK addresses the root causes of the child health crisis and works to create healthier futures for millions of kids. Their mission is grounded in the belief that every child deserves the opportunity to grow, learn, and succeed through lifelong health.
THE REBRAND
The rebrand centered on creating a visual identity that could match the urgency of AFHK’s mission while remaining approachable, hopeful, and action-oriented. Through a custom wordmark, energetic graphic system, and flexible brand toolkit, the new identity empowers AFHK to communicate consistently across campaigns, programs, digital experiences, and community outreach.
ADAPTING THE LOGO
The Curve became a foundational element of the identity, evolving directly from the bold, dynamic shape of the logo’s custom “A.” Designed to adapt across layouts, photography, and messaging, it brings a sense of movement and continuity to the brand while reinforcing the energy and momentum at the heart of AFHK.
