RISE Collective

RISE Collective came to me just six months after opening, at a moment when their identity needed to catch up to their ambition. Their existing brand had done its job—helping them launch quickly and credibly—but it no longer reflected who they were becoming.

The leadership team articulated a vision that was nuanced and emotionally specific: bold, youthful (but not young), accessible, fresh with a hint of retro—something a little irreverent, a little “fuck it.” Above all, they wanted patients to feel seen, never judged.

Rather than starting from scratch, I saw an opportunity to evolve what already existed. The original logo held meaning, particularly in its sunrise motif, so the goal became transformation, not replacement.

I reimagined the brand around the idea of a beacon. As one of only a handful of all-trimester clinics in the U.S., RISE Collective quite literally serves as a point of light for people seeking care. I extended the rays from the original mark into a more intentional, radiant system—something that could signal visibility, safety, and presence.

From there, the identity system took shape. A modern-retro logotype grounded the brand in a sense of cultural familiarity, while a bright, high-energy color palette built on the original sunrise concept and reflected the diversity of their patient community. The creative direction leaned into collage—bringing in texture, humanity, and an approachable imperfection that made the brand feel real rather than clinical.

The result is a brand that holds tension in all the right ways: confident but human, expressive but grounded, and unmistakably current while nodding to a very recent past. A brand designed not just to be seen—but to make people feel seen.

The website became the centerpiece of the project—and ultimately, the purest expression of the brand.

RISE Collective needed more than a digital presence; they needed a space that could carry the emotional weight of their work. A core goal across the project was to position abortion as healthcare—clearly, confidently, and without apology. The site had to feel as legitimate, safe, and professional as any other medical provider, while still holding the warmth and humanity that defines the in-clinic experience.

I designed and built the site end-to-end, from structure to final UI. Navigation was intentionally simple and intuitive, reducing friction for patients who may be navigating time-sensitive or emotionally complex decisions. Every interaction was considered through the lens of clarity, trust, and ease.

Visually, the site extends the brand system through original collage artwork—adding texture, softness, and approachability. This helped counterbalance the clinical expectations often associated with healthcare, creating something that feels both credible and deeply human.

The result is a digital experience that meets patients where they are: warm, welcoming, and grounded in care. A site that doesn’t just inform, but reassures—reinforcing that this is healthcare, and that they are in the right place.