Overview
Con Paciencia is a fictional nonprofit dedicated to supporting the mental well-being of families navigating the immigration system, while also working to destigmatize mental health care within Hispanic and Latinx communities. To provide the audience with a warm, personal and welcoming environment, I utilized soft colors for our branding and created Karla, a fictional character, to be the face of the non-profit organization.
The Problem
There are currently only three ways to immigrate to the United States and about one third of these individuals choose to migrate as undocumented individuals. Although some undocumented immigrants eventually decide to start their pathway to citizenship or legal permanent residency, there are various financial expenses that can result to psychological stressors. Additionally, the attainment of legal permanent residency or citizenship can take up to 10 years which can add further psychological stressors.
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The Solution
To address these psychological stressors, I created Con Paciencia, a nonprofit organization that focuses on providing mental health services for undocumented immigrants and families that are going through the immigration system.
Phase 1: Research and identifying the mission statement
The objective of this project was to develop a brand identity for a fictional nonprofit organization. Growing up in a mixed-status family, I witnessed firsthand the psychological stressors my parents and family members faced as a result of the U.S. immigration system. These experiences inspired me to create a nonprofit focused on providing mental health services to families navigating the immigration process. Our mission is twofold: to support those dealing with the emotional challenges of immigration and to destigmatize mental health care within the Hispanic and Latinx community.
Phase 2: Creating the identity of the nonprofit
The nonprofit name was inspired by a phrase that my family members often use to bring comfort to each other during hard times: "todo con paciencia" which in English means, "everything should be done with patience". This common saying served as a verbal peace offering and an expression to remind each other that patience is key, especially as one navigates their way through the strenuous US immigration system.
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In order to create a welcoming, warm, and approachable branding for the organization, the logo became an illustration of a fictional character, Karla. Karla is a high school student that migrated to the United States at 2 years old. Her story reveals and discusses some of the psychological stressors that are likely to be experienced by our target audience. In essence, Karla was created in order to lead by example and show the target audience that feeling and experiencing these stressors is normal, and more importantly, can be managed and supported with the help of professional services.
Despite the brand being dependent on illustrations, I made efforts to maintain a sense of professionalism by selecting Univers, a professional and legible font, as the main font for the nonprofit.
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Phase 3: Stationary
After narrowing down the logo and color palette that would represent this warm and welcoming organization, letterheads and business cards for all staff members were created. To keep a consistent theme, illustrations of all the staff members were created.
Phase 4: Website
The next step was to create a website that would tie the organization’s services together. The essential elements of the website were identified as the mission statement, meet Karla, our services, our team, contact information, and FAQ’s. The interactive mockup website can be found here.
Thank you!
I’d like to express my gratitude to Professor Quarton at UC Davis for their guidance and invaluable feedback throughout this project!
While this is a fictional nonprofit organization, I have included a few real LA-based nonprofits that provide similar support services for immigrants and their families.