Branding and Identity


ProUnitas provides school administrators and counselors with a holistic understanding and of their students’ needs and connects them with the resources to help.

The new mark for ProUnitas was made to be an evolution from the nonprofit’s original purple and pink lotus mark. The “Stellaflora” combines a star with a single-line knotwork flower, both at a dynamic ‘moving forward’ angle. The mark contains 10 colors that contain a continuous spectrum, including the colors of the brand’s illustrations. The color scheme signifies diversity and inclusion, and also  a bright positivity (against the darkness in which society often casts all sorts of underpriveleged groups).

ProUnitas’ main product is a superpowered CRM for schools they called Purple. We worked out with them how they wanted to handle the branding of this product, and ultimately landed on a brand extension that left space for more as they expanded their offerings.

The brand system handed over included a style guide with new color and typography specs. They were given a few brand elements that used the color scheme to incorporate into their site and marketing (shown below).

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