Caleb’s Way AM/PM

Logo & Brand Identity — Nonprofit

Caleb's Way AM/PM is a nonprofit dedicated to educating teens and young adults about the signs of abuse in relationships. Founded in the wake of personal tragedy, the organization needed an identity that carried both warmth and purpose.

The logo system was developed across multiple concepts and colorways, centering on a sun and moon duality that reflects the AM/PM name and the organization's commitment to showing up around the clock. The tagline "Here to make a night & day difference" ties the visual metaphor directly to the mission.

The final identity is warm, bold, and built to scale across everything from social media to printed resources to merchandise.

Scope: Logo Design · Brand Identity · Tagline Development · Color System · Multiple Lockup Variations