The Making of the Wilson’s Wave Brand: Turning Grief Into Impactful Change
Our team at Parklife is fortunate to work with a wide range of clients, from growing startups to purpose-driven nonprofits, but few projects have moved us the way Wilson’s Wave has. Founded by Betsy Moore after the tragic loss of her son, Wilson, to fentanyl poisoning, this North Carolina nonprofit is dedicated to raising awareness about the dangers of fentanyl and counterfeit pills. What began in deep personal grief has since grown into a powerful force for education, advocacy, and change.
Betsy came to Parklife with a clear mission and an enormous heart. She envisioned an organization that honored Wilson’s memory while also rippling outward—reaching families, schools, and communities with life-saving information. We were honored to help bring that vision to life through brand development, a new website, and ongoing content creation.
The name Wilson’s Wave is a metaphor for the mission. In North Carolina, eight people die every day from fentanyl overdoses. Each of those deaths creates a ripple effect of pain and loss, touching countless lives. Wilson’s Wave aims to turn that ripple into something purposeful: a wave of awareness, action, and prevention.
Designing the brand for such an emotionally charged and important cause came with both weight and responsibility. It wasn’t just about visuals, it was about honoring Wilson’s life while supporting Betsy’s goal of saving others. When we presented the final brand, Betsy’s emotional reaction said it all.
“Though this project was born out of something tragic,” said Carly Martinelli, our Director of Multimedia Marketing, “I’m so grateful we got to be a part of bringing this mission to life.”
Since launching the brand and website, we’ve continued working with Wilson’s Wave on everything from newsletters to social media content, helping amplify their message and drive community engagement. Projects like these push us beyond the boundaries of traditional marketing for products and services. They let us do the kind of creative work that matters.
“Parklife’s purpose isn’t about the ‘what,’” says founder Brian Castle. “We’re about the ‘who’--working with people who are driven to make a difference and equipping them with the tools to do it. Wilson’s Wave is exactly the kind of organization we exist to support.”
Wilson’s story is heartbreaking, but Betsy’s resilience and determination remind us why this work matters. When creativity is used in service of something bigger, it becomes more than just design. It becomes a vehicle for healing, learning, and change.
