A new brand direction for a national healthcare initiative that pivoted from "The State of Obesity" to "State of Childhood Obesity." The primary task was to create a new wordmark logo. The secondary tasks were to update the existing palette to meet accessibility requirements, introduce new, less clinical brand fonts, and to soften the overall look and feel. By addressing these points in branding and digital execution, design works toward the overall strategic goal of expanding the initiative's audience in the public sector, beyond just policy makers and data experts.
See the site live at: https://stateofchildhoodobesity.org