Moonshadow's Spirit honors Jennifer Mathiason's memory by providing need-based financial assistance to individuals with eating disorders. I was drawn to Jennifer's story, how she quietly helped so many people online as 'Moonshadow', and wanted to create branding that felt as caring and supportive as she was.
To honor that legacy, I helped rebrand their visual identity by developing a color palette, creating social media templates, and redesigning their website. I used Jennifer's favorite colors and drew inspiration from her artwork. They had a brand character that was inspired by one of her paintings, named Spirit. But she was only used occasionally without much consistency. I decided to incorporate Spirit more intentionally throughout their content. Since she's a fairy, I used nature motifs to enhance the uplifting and comforting vibe of their posts.
Now they have a cohesive visual language that honors Jennifer's memory while supporting their mission.