case study
Tyler Vincent Knowles Foundation
Building the visual identity for a youth-focused foundation rooted in mental health, substance use education, and athletics.
The Challenge
When Marian Knowles founded The Tyler Vincent Knowles Foundation in memory of her son, Tyler – who passed away at just 30 from a fentanyl overdose – she carried a clear vision: Honor Tyler’s legacy by protecting young people.
Tyler wanted to be remembered as a “Good Soul.” He loved baseball, he loved cooking, and he loved cheering people on. Marian knew the Foundation would carry that spirit forward by supporting prevention-first programs in:
But like so many nonprofits just starting out, she had the vision, but needed the brand clarity, visuals, and messaging to attract more donors and reach the right nonprofit partners.
That’s where HeartSpark came in.
Tyler wanted to be remembered as a “Good Soul.” He loved baseball, he loved cooking, and he loved cheering people on. Marian knew the Foundation would carry that spirit forward by supporting prevention-first programs in:
- Youth mental health
- Substance use education
- Youth athletics for ages 10–30
But like so many nonprofits just starting out, she had the vision, but needed the brand clarity, visuals, and messaging to attract more donors and reach the right nonprofit partners.
That’s where HeartSpark came in.
SPARK Strategy
We began with TVK Foundation’s SPARK Strategy – my signature framework for turning your vision into a strategic, aligned brand.
Together, we clarified their:
Story: Tyler’s “Good Soul” legacy
Problem TVK Foundation solves: Youth facing rising risks in mental health and substance use
Audiences they serve: Donors and nonprofits that serve youth ages 10-30 seeking funding for their programs
Results: Clear, measurable outcomes for youth safety and support
Key Attributes: The characteristics and traits of the Foundation. Our research also confirmed TVK’s brand personality as The Innocent – pure, hopeful, and focused on helping youth thrive.
One of the biggest breakthroughs from strategy was creating TVK’s “Good Soul Standard.”
A simple, powerful 3-pillar guide that describes the types of nonprofits they partner with and set expectations of being a prevention-first, dignity-respecting, community-rooted grantee.
This became TVK Foundation’s north star – making it easier to make decisions, communicate mission alignment, and inspire donor trust.
As an Innocent brand rooted in hope, safety, and sports community, the logo had to feel:
pure, timeless, yet also nostalgic.
We explored multiple directions and landed on a centered spark wrapped in lines that subtly mimic a baseball diamond. The icon is a visual representation of TVK’s “good soul spark” set within a simple, strong emblem.
This identity is unmistakably Innocent. With refined lines, nostalgic cues to baseball, and a warm spark at its center, it feels trustworthy, hopeful, and rooted in community – exactly who the Foundation is at its core.
Logo Design
Visual Identity
From there, we pulled everything together into a visual identity that feels clear, warm, and just a little nostalgic – exactly what an Innocent brand should be. We anchored the palette in a deep green that brings to mind stability, growth, and the athletic fields where so many young lives are shaped. Sage green adds a softer layer of renewal and wisdom, nodding to the mental health work at the core of the mission. And of course, we brought in gold to represent Tyler’s “good soul spark” – the hopeful light guiding everything the Foundation does.
For typography, we paired a classic serif with the friendliness and accessibility of Open Sans. The combination feels elegant without being fussy.
Once the identity was set, we wrapped it all into a polished Canva Brand Kit so Marian can create new materials quickly and easily. Every detail lives inside a comprehensive brand guide – logo files, color codes, fonts, even a curated set of photography – so the Foundation has everything it needs to show up with confidence right from the start.
Before working with HeartSpark, I didn’t have a true brand identity and needed a way to stand out.
Lauren’s process was calm, efficient, and effective – she delivered exactly what she promised with integrity and a clear strategy that brought everything together. The brand and tools she created have given me the confidence to communicate our mission clearly and consistently.”
Marketing Templates
Once the logo and visual brand was locked in, we applied those styles to practical, easy-to-use templates so Marian could communicate with clarity from day one. We started with clean, timeless letterhead and business cards that’ll make a great first impression with donors and partners.
From there, we created two versions of our signature fundraising flyer: one tailored to donors and partners, and another designed specifically for nonprofits applying for a TVK grant. Each one-pager breaks down exactly what the Foundation does, who they support, and how to take the next step.
Because at the end of the day, great branding isn’t just pretty – it makes it easier for people to understand your mission and say “yes” to being part of it!
Project team
Lauren Atherton
Creative Direction & Logo Design
Services
Brand Kickstart
SPARK Strategy
Marketing Templates
Focus Areas
Family Foundation
Community
Youth
Completed
October 2025
Logo & Visual Identity
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