About The Organization
Moonshadow’s Spirit is a not-for-profit organization that provides financial support for those seeking help for their eating disorder. They honor the life of Jennifer Mathiason who recovered from an eating disorder she battled for ten years in 2005. Jennifer would offer support and advice to women online under the username “Moonshadow.”
My Process
Through the founder, I learned that the organization doesn’t have a set brand guideline. Their previous posts lacked consistency in font choices and colors. My goal was to give Moonshadow’s Spirit a cohesive look throughout their social media. Since this organization honors Jennifer Mathiason, I based some of my design decisions on her favorite colors and the artwork she created.
Color Palette
These are the main colors used throughout their social media posts. Jennifer's favorite colors were light purple and pink. I added a darker shade of purple and medium pink for contrast. I primarily use darker purple for the brand character. If I want to shade a graphic, I use lighter or darker tints from these colors.
Typeface
My original plan was to use different typefaces depending on the post. For example, I picked a handwriting typeface for Jennifer’s quote since it comes from her journals. But I soon realized that wouldn’t help make these posts cohesive. I switched over to the typeface, St Ryde. I chose this because it contains different font weights and its soft, approachable design aligns with the supportive and comforting tone of the organization.
My original plan was to use different typefaces depending on the post. For example, I picked a handwriting typeface for Jennifer’s quote since it comes from her journals. But I soon realized that wouldn’t help make these posts cohesive. I switched over to the typeface, St Ryde. I chose this because it contains different font weights and its soft, approachable design aligns with the supportive and comforting tone of the organization.
Application Deadline Sketch
Jennifer's Journal Entry 2 Sketch
Thank You Note Sketch
Quote Sketch
An Evening with Moonshadow's Spirit Sketch
Concept Sketches
I begin most social media post designs with a sketch. This step allows me to brainstorm and refine ideas before I design them digitally.
Jennifer's Journal Entry 1
Jennifer's Journal Entry 2
Jennifer’s Journal Entry
Moonshadow’s Spirit uses excerpts from Jennifer’s journal throughout their social media. I left the grammar as Jennifer wrote it as requested by the founder. As for the supporting illustration, I take inspiration from a section of her writing and create a drawing based on that.
Jennifer's Paintings Inspiration Board
Moonshadow's Spirit Brand Character
Application Deadline
Moonshadow’s Spirit distributes financial awards on a quarterly schedule. I used their brand character for these posts and put her in different settings based on the deadline dates. I took inspiration from Jennifer’s paintings which feature figures with no definable facial features dancing in ballet or posed elegantly.
Thank You Notes
Moonshadow’s Spirit receives thank-you notes from their reward recipients. Here I designed a stationary that features their logo with decorative elements used in previous posts.
Suicide Prevention Awareness Month
A series of posts featuring data on eating disorders and suicide, paired with inspirational quotes.
Another Evening with Moonshadow's Spirit
A promotional post for an evening of musical performances and readings from Jennifer's journals.
Inspirational Quotes
Inspirational quotes focused on positive body image, recovery, and finding strength within.