Pride Tank Top

Acceptance is one of our core values

Project Overview

Designed branded Pride merchandise for Ellie Mental Health to celebrate Pride week while reinforcing the organization's core values of inclusivity and acceptance in mental healthcare.

Challenge

This project required balancing two critical objectives:

Authenticity Over Performativity
Creating Pride merchandise that genuinely reflected Ellie Mental Health's year-round commitment to LGBTQ+ inclusivity rather than appearing performative. The design needed to feel meaningful and rooted in the brand's values, not just decorative.

Mental Health Meets Celebration
As a mental health organization, Ellie's messaging carries weight and responsibility. The design needed to be both joyful and celebratory while honoring the deeper meaning of Pride—acceptance, self-expression, and the creation of safe spaces for mental health support within the LGBTQ+ community.

Solution

Through three distinct design iterations, I explored different visual approaches before landing on the final concept:

Design Exploration Process:

  • Iteration 1: Bold diagonal stripes with "BE YOU / THEY'LL ADJUST" messaging on a teal background. This version emphasized movement and directness but felt too confrontational for a mental health brand's tone.

  • Iteration 2: Framed rectangular composition on a light cyan base with integrated rainbow border. The structured layout balanced playfulness with professionalism, and the elephant icon was subtly incorporated. However, the messaging felt slightly corporate.

  • Iteration 3: Floral botanical elements with integrated typography on white. This approach connected Pride colors to Ellie's existing visual language but risked diluting the Pride message.

Final Design

The chosen design combines the best elements: a clean rectangular frame with a geometric take on a rainbow gradient border, balanced typography hierarchy, and the signature Ellie elephant icon. The message "Acceptance is one of our care values" directly connects Pride celebration to Ellie's therapeutic mission—it's not just rainbow branding, but a clear statement of the organization's commitment to inclusive mental healthcare.

Client

Ellie Mental Health

My role

Lead Designer
Illustration
Production / Print-ready design files for apparel production

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