Second Chance Tucson
Through a collaborative design thinking process, it became clear that the original logo for Second Chance Tucson did not fully convey the message of connection and opportunity between the organization, its stakeholders, and returning citizens. The goal was to develop a brand mark and image that was both approachable and professional, reflecting the organization’s mission to bridge the gap between returning citizens and potential employers, while promoting a message of progress and forward momentum.
To symbolize stability and growth, the new logo incorporates arrow-like shapes, representing both stability and progress. The visual design, including color choices and logo structure, was carefully crafted to communicate a professional tone, reinforcing the organization’s commitment to empowering individuals as they transition back into the workforce.
Second Chance Tucson’s mission centers on helping individuals with criminal convictions secure employment, with a strong emphasis on building connections—both among individuals and with businesses and organizations. The refreshed brand identity ensures that this message is communicated clearly, inviting collaboration and encouraging opportunities for those seeking to rebuild their lives.
