Overdose lifeline

Objective

A New Identity for a New Decade

Overdose Lifeline (ODL) was founded in 2014 with the mission of addressing the United States’ opioid crisis. Despite getting nationwide recognition, the company identity and offerings have become diluted – inconsistent applications and processes and lack of brand architecture. 

The founder realized the need for an identity that was not only memorable on the national stage but also conveyed hope to their customers. The result is a bold new identity system and brand architecture that help create clarity around the organization’s scope of work. The new website serves as an ultimate manifestation of the new face of the organization.

Brand Architecture
Visual Identity
Social Media Templates
Mailchimp Templates
Information Architecture
Web Design
Web Development
Copywriting

move the slider left to right to see the before & after

griddl-overdose-lifeline-brand-materials-before griddl-overdose-lifeline-brand-materials-after

Adapting for growth

Since its inception, the organization has grown beyond prevention to include education and advocacy work. The new identity reflects that growth and positions Overdose Lifeline as a holistic solution to the U.S. opioid problem. 

“I wonder if our tagline should be more reflective of how to move forward, how to give families hope. I wonder if that’s why we’re stagnant.”

Employee

Team alignment

Board and staff interviews revealed inconsistencies in what Overdose Lifeline’s main focus should be moving forward. Having a structured conversation about their vision for the future helped align the team and focus efforts on the next steps.

“We’re on the cusp of booming but can’t…I don’t think everybody is on the same page.”

Employee

“I like the logo, but our name I think is more focused on the problem—not the solution.”

Board member

One of the biggest discussions we had with Overdose Lifeline’s CEO, Justin Phillips, was whether they should change the name to an abbreviation, ODL. The inconsistent visual identity before the redesign combined with the concern that the current name misrepresents their work, it was decided to take one small step in the direction of abbreviation in case the change takes place in the future.

As a result, Overdose Lifeline’s stacked logo features “ODLifeline”. In both the full and the stacked versions “Overdose” is purposefully thin while “Lifeline” is featured in bold–yet another nod to the fact that this organization extends an actual lifeline to those living with substance use disorder and their loved ones.

Social Media

They could be more present on social media, posting events, and resources. More social media rather than email would be more effective.

ODL Client

Social Media

They could be more present on social media, posting events, and resources. More social media rather than email would be more effective.

ODL Client

Website

The webpage is clear if you are ODL staff but many call in and the CEO fields grassroots needs daily, it seems. Better clarity is needed.

Employee

Website

The original website was created at the start of the organization and, as a result of swift growth, had become a well of useful information that was difficult to locate. 

Our goal was to provide clarity around the programs and services to a first-time visitor as well as make the navigation intuitive for those coming back to the site.

The webpage is clear if you are ODL staff but many call in and the CEO fields grassroots needs daily, it seems. Better clarity is needed.

Employee

scroll inside the image below to see the full page

When I was introduced to Overdose Lifeline, the website was my first impression of the organization. I was immediately impressed by the overall design and visual appeal—sleek and professional! The attention to detail provides an exciting and informative user experience.

Stephanie Cassel, Overdose Lifeline