AMSI Rebrand
AMSI
Branding
Web Design
Overview
Founded in 2004, the Asociación Mujeres Solidarias Incorporadas (AMSI) has spent nearly two decades providing psychological and economic support to Dominican women diagnosed with breast cancer. The women call themselves mariposas (butterflies), a name that captures the weight and beauty of what they've been through.
Despite nearly 20 years of meaningful work, only 24.2% of the general public could identify AMSI. No brand voice, no digital strategy, a broken website, and a fragmented presence across platforms. The brief: build the foundation for a brand that could finally match the scale of their mission.
Process
Research spanned three groups: AMSI's directorship, 67 active patient members, and 200 members of the general public.
Key finding: 91% of people discover NGOs through social media, yet 62.5% couldn't name a single breast cancer organization in the Dominican Republic.
The butterfly symbolism, already alive within the community, became the creative thread. Not invented, but amplified.
Solution
A three-month rollout designed to be self-executable by AMSI's volunteer team:
Brand & Social Media, unified identity, tone of voice, content pillars, and replicable design templates.
Website, a redesigned digital home with clear sections for information, patient stories, and donations.
Newsletter, monthly communications connecting donors, sponsors, and patients.
Data Toolkit, a decade of patient data made digestible for sponsor outreach and institutional use.
Brand Presentation, a scannable deck with QR cards for any AMSI spokesperson to use in any setting.
Outcome
"This project was developed with the intention that every Dominican woman diagnosed with or surviving breast cancer would have the opportunity to know the work and efforts of AMSI."
Delivered as an undergraduate thesis at Universidad APEC, advised by Lissa Pérez Gómez, AMSI's head of communications. Every asset was built for practical self-execution by the organization's team.
Targets set: 40% increase in content interactions, 10% follower growth, 1,200 monthly website visits, and a 15% increase in individual donations within the first year.
Team
Alejandro Peña · Jesús García · José Alejandro Benítez
Tools
Adobe Illustrator · Adobe Photoshop · Adobe InDesign · Wordpress
Role
Graphic Design · Web Design · Copywriting · Creative · Content Strategy
Methods
Stakeholder Interview · Member Survey · Public Survey · Competitive Audit · Brand Positioning · Content Strategy · Web Design · Digital Media Planning
AMSI Rebrand
AMSI
Branding
Web Design
Overview
Founded in 2004, the Asociación Mujeres Solidarias Incorporadas (AMSI) has spent nearly two decades providing psychological and economic support to Dominican women diagnosed with breast cancer. The women call themselves mariposas (butterflies), a name that captures the weight and beauty of what they've been through.
Despite nearly 20 years of meaningful work, only 24.2% of the general public could identify AMSI. No brand voice, no digital strategy, a broken website, and a fragmented presence across platforms. The brief: build the foundation for a brand that could finally match the scale of their mission.
Process
Research spanned three groups: AMSI's directorship, 67 active patient members, and 200 members of the general public.
Key finding: 91% of people discover NGOs through social media, yet 62.5% couldn't name a single breast cancer organization in the Dominican Republic.
The butterfly symbolism, already alive within the community, became the creative thread. Not invented, but amplified.
Solution
A three-month rollout designed to be self-executable by AMSI's volunteer team:
Brand & Social Media, unified identity, tone of voice, content pillars, and replicable design templates.
Website, a redesigned digital home with clear sections for information, patient stories, and donations.
Newsletter, monthly communications connecting donors, sponsors, and patients.
Data Toolkit, a decade of patient data made digestible for sponsor outreach and institutional use.
Brand Presentation, a scannable deck with QR cards for any AMSI spokesperson to use in any setting.
Outcome
"This project was developed with the intention that every Dominican woman diagnosed with or surviving breast cancer would have the opportunity to know the work and efforts of AMSI."
Delivered as an undergraduate thesis at Universidad APEC, advised by Lissa Pérez Gómez, AMSI's head of communications. Every asset was built for practical self-execution by the organization's team.
Targets set: 40% increase in content interactions, 10% follower growth, 1,200 monthly website visits, and a 15% increase in individual donations within the first year.
Team
Alejandro Peña · Jesús García · José Alejandro Benítez
Tools
Adobe Illustrator · Adobe Photoshop · Adobe InDesign · Wordpress
Role
Graphic Design · Web Design · Copywriting · Creative · Content Strategy
Methods
Stakeholder Interview · Member Survey · Public Survey · Competitive Audit · Brand Positioning · Content Strategy · Web Design · Digital Media Planning
AMSI Rebrand
AMSI
Branding
Web Design
Overview
Founded in 2004, the Asociación Mujeres Solidarias Incorporadas (AMSI) has spent nearly two decades providing psychological and economic support to Dominican women diagnosed with breast cancer. The women call themselves mariposas (butterflies), a name that captures the weight and beauty of what they've been through.
Despite nearly 20 years of meaningful work, only 24.2% of the general public could identify AMSI. No brand voice, no digital strategy, a broken website, and a fragmented presence across platforms. The brief: build the foundation for a brand that could finally match the scale of their mission.
Process
Research spanned three groups: AMSI's directorship, 67 active patient members, and 200 members of the general public.
Key finding: 91% of people discover NGOs through social media, yet 62.5% couldn't name a single breast cancer organization in the Dominican Republic.
The butterfly symbolism, already alive within the community, became the creative thread. Not invented, but amplified.
Solution
A three-month rollout designed to be self-executable by AMSI's volunteer team:
Brand & Social Media, unified identity, tone of voice, content pillars, and replicable design templates.
Website, a redesigned digital home with clear sections for information, patient stories, and donations.
Newsletter, monthly communications connecting donors, sponsors, and patients.
Data Toolkit, a decade of patient data made digestible for sponsor outreach and institutional use.
Brand Presentation, a scannable deck with QR cards for any AMSI spokesperson to use in any setting.
Outcome
"This project was developed with the intention that every Dominican woman diagnosed with or surviving breast cancer would have the opportunity to know the work and efforts of AMSI."
Delivered as an undergraduate thesis at Universidad APEC, advised by Lissa Pérez Gómez, AMSI's head of communications. Every asset was built for practical self-execution by the organization's team.
Targets set: 40% increase in content interactions, 10% follower growth, 1,200 monthly website visits, and a 15% increase in individual donations within the first year.
Team
Alejandro Peña · Jesús García · José Alejandro Benítez
Tools
Adobe Illustrator · Adobe Photoshop · Adobe InDesign · Wordpress
Role
Graphic Design · Web Design · Copywriting · Creative · Content Strategy
Methods
Stakeholder Interview · Member Survey · Public Survey · Competitive Audit · Brand Positioning · Content Strategy · Web Design · Digital Media Planning
