This assignment called for re-branding the existing company, Concrn. Concrn is a non-emergency response network that dispatches trained volunteers to assist those experiencing a behavioral or emotional crisis as an alternative to 911.

In approaching the assignment, I decided to rename the company and create a mark to better reflect its values—serving, life, emotion, among others. This is where the name came from. For the mark, I wanted to create a straightforward mark that would also acknowledge its roots as a company while evoking a sense of compassion.

With finalizing the mark, I combined the iconography of a cross (representing health), an "S" (for Servitmo), and the iconography of a flower (which was originally Concrn's logo, and represents life). For the typeface, I selected a rounded font that would mimic the brandmark and reinforce the tone of friendliness and comfort. These choices effectively retained the humble roots of the company while creating a timeless mark that represents the brand voice.