Tara Muldoon and Sheldon “Solitair” Pitt approached me to rebrand The Forgiveness Project, a Toronto-based non-profit dedicated to restorative justice, forgiveness, and youth mental health—specifically working with gang-identified youth in custody. As the organization entered a new chapter, they sought a fresh identity that would better reflect their mission and resonate more deeply with the communities they serve.

We developed a bold, modern identity that defies traditional non-profit aesthetics—designed to live proudly on streetwear, feel at home on letterman-style merch, and foster real connection and pride among participants. The brand embraces culture, community, and transformation, balancing authenticity with presence.

At the heart of the redesign is a custom lettermark—strong enough to stand on its own, proudly representing the new energy and spirit of its founders. Paired with the Empathy Emblem, a symbolic mark of the cycle of healing, it reflects the trust being rebuilt not just among participants, but with victims, families, and the wider community.

The vibrant palette drives the message home: Mercy (Forgiveness, vulnerability, strength), Volt (Energy, electricity, transformation), and Lime (Youthful, bold, impossible to ignore).

The result is a brand that doesn’t just reflect the mission—it carries it forward, with power, empathy, and pride.