Sunodía Counseling is a Richmond-based nonprofit that offers private counseling sessions and group classes. Formerly known as Finding Home Institute, Sunodía was ready for transformation. We started by identifying the brand archetype--the explorer. This archetype is usually for exotic goods, adventure sports and wilderness travel so it created lots of opportunity for conversation! We realized that Sunodía saw itself as a place to come to resource individuals who were ready to go on an inward personal adventure and to do so with other people. Sunodía is a Greek word that means "journey together in the company of friends" and we decided that should be the new name.
From there, we discussed what symbol made the most sense and the compass kept resonating with the board members and with clients. After the logo, we developed the style guide which included a bold palette and several graphic elements including the topographic map to evoke exploration and ascending to new heights.
We created mugs as giveaways at the unveiling party and then designed brochures for fundraising.