The Ruins Society is a charity supporting young people in Philadelphia, USA who are struggling with mental health issues. I designed a logo, merchandise, a one-page set of guidelines and a tone of voice. The brief was to create a brand that resonates with young people.

Tone of Voice: Bold, real, and relatable. We speak like a friend who gets it—honest, modern, and never judgmental. No clichés, just real talk with heart. We mix streetwise energy with hope, using humour, creativity, and straight-up honesty to connect. Above all: You’re not alone. We’ve got you.