Making of the Chase's Chance Brand: Serving Others with Heart

At Parklife, we love working with purpose-driven people who are out there doing big things with heart. That’s exactly what we found in Chase’s Chance, a Piedmont Triad–based nonprofit empowering underserved youth through scholarships, mentorship, and essential resources.

Founded by Chase Clark when she was just a teenager, Chase’s Chance is about creating opportunities for young people to thrive, and eventually lead. So when Chase and her team came to us for a full rebrand, we knew we were working with something special.

Our designers, as always, brought the creative fire. As is our typical process, we developed several visual directions for the brand, but the final concept was an instant hit. The logo features a custom heart detail tucked right into the name itself: the apostrophe in “Chase’s” becomes a small pink heart, a simple but powerful symbol of the organization’s values. Beneath it sits the new tagline: Serving Others with Heart. It couldn’t be a more fitting reflection of what this nonprofit stands for.

The brand’s palette, including purple tones, blues, and pinks, creates a soothing and soft aesthetic while maintaining the professionalism and polish that funders, schools, and partner orgs expect. The circular graphic elements nod to the ripple effect of empowerment and education: one student lifted up, one community transformed.

“From the moment I first met Chase, I knew she was special,” said Parklife founder Brian Castle. “She lives a life of purpose and empathy, always thinking about what students need to survive and thrive in school and life. We needed to conceive a brand that captured that youthful energy and mature purpose that this young founder exudes in everything she does.  And we sure did.”

That energy translated into every piece of the project. In addition to the brand identity, the Parklife team wrote and designed a new website for Chase’s Chance: one that communicates their mission clearly, highlights real impact, and feels welcoming to students, families, and funders alike. We also created collateral pieces to support their fundraising and community outreach efforts, and we continue to support the organization today through ongoing creative services.

Working with Chase’s Chance was a reminder of why we do what we do. When a brand can help elevate a mission like this, one that’s rooted in compassion, community, and resilience, that’s when design becomes more than aesthetics. It becomes a tool for real, lasting change.

Learn more about Chase’s Chance and check out their new brand at chaseschanceinc.org.