In 2001, Robin Bement created Army Pink, an organization to aid and bring awareness to victims of domestic abuse. 25 years later, during a period of dramatic expansion of the organization, Army Pink decided to rebrand. As a design volunteer, I aimed to give the brand a new face that would build trust in the victims it sought to serve, and inspire confidence in new corporate partners and investors. Inspired by the idea of a "light of hope", and shining awareness on vulnerable individuals who's struggles often go unseen, I created a visual identity centered around the design element of a beam of light, like a lighthouse inspiring hope in darkness. I also designed a custom typeface subtly reminiscent of bold, "army" themed lettering, while alo functioning well and maintaining legibility as body and display text.