Army Pink is a Los Angeles nonprofit that helps women leave abusive situations safely. Their new initiative, First 200 Rides, provides secure transportation for women escaping danger. The program launches as a pilot in Los Angeles, with future expansion in other major markets. The long-term goal is a national network.

I developed the brand identity system for both First 200 Rides and the larger Freedom Rides program, along with an intiative-only Army Pink logo. The work began with logo exploration. The designs needed to balance Army Pink’s playful personality with the seriousness of the mission. I created a wide range of concepts, from whimsical to more corporate approaches. Instead of choosing a single direction, the organization adopted a brand system. The primary logo evolves from the Army Pink Tank icon into a stylized “Bug” vehicle, representing mobility, safety, and escape. The remaining logo concepts became an icon system for different audiences. These include volunteers, individual donors, college students, community partners, corporate and foundation supporters, and influencer outreach. The system allows each audience group to feel recognized while maintaining a unified brand.

The identity system now serves as the foundation for ongoing brand development. I recently creating targeted presentation decks for each audience segment. In addition, I am overseeing creative direction for additional projects and serving as the overall brand manager. As the program expands, this brand system is designed to scale with it—supporting Army Pink’s vision of a national network that helps women reach safety, freedom, and a new beginning.

LET’S CONNECT AT KATHY@MILEYHALLEN.DESIGN