Meet The Moment

Alison Abate Black

Brand Design & Art Direction

Commonweal helps early-stage companies partner with government to solve the nation’s challenges.

Sunfish is helping self-pay IVF patients with transparent pricing, bundled discounts, and a partial money-back guarantee.

IVF is hard, navigating it shouldn’t be. Our goal was to bring the Sunfish mission to life in a way that feels warm and supportive. Earthy greens and optimistic accents create a sense of calm and trust while golden, sunlit imagery and gentle, nature-inspired graphics are emotionally in-tune with what people on the IVF journey are going through. The new brand reinforces Sunfish’s role as a trusted guide, bringing light to an often-challenging path. Our design strategy was the foundation for a brand experience that’s not just functional, but deeply human.

RESULTS

Sunfish re-launched in June 2025

MY ROLE
Visual Strategy & Art Direction
Brand Design

THE C42D TEAM
Brand Strategy Mannafest Media
Digital Design TJ Knight

Brand Guidelines

Hummingbirds symbolize resilience, joy, healing, and vitality, representing the ability to adapt.

Moodboard

"We bring together circumstances, people, and insights, to reveal big opportunities for founders’ growth and success. We can see how everything fits — and piece it together with precision."

Visual Strategy

"We guide founders to find the right moment, rally the right people, and move all the necessary pieces into place to solve the toughest challenges facing America."

A patriotic palette inspires a sense of urgency. Bright red ignites passion and drives momentum. Burgundy, often used in prestigious, collegiate settings, adds an air of established credibility, crucial in the competitive world of venture capital. These bold hues are balanced by light blue, warm gray, and white, representing open communication, intuitive decision-making, and humble leadership. Deep charcoal grounds the palette, signifying determination, focus, and authority. Together, these colors unite founders, investors, and government in advancing American innovation for the common good.

Concentric circles that come together in harmony are the focal point of this graphic style. At the center of each circle lies a core that generates a pulsing ripple effect. Shapes converge at a central point, the right moment, while others expand outward. This expansion conveys how we facilitate an acceleration of progress at scale and amplify impact. This visual metaphor illustrates Commonweal as a force multiplier, fostering strong, strategic, and enduring partnerships that unlock value across local, state, and federal government levels.

Photography showcases the formation of strategic partnerships with a shared purpose, embodying the fundamental hopefulness and forward momentum that drives American progress and innovation.

We’re your North Star.

We anchored to a star motif in all three concepts to symbolize excellence, achievement, and guidance. A flag leads the way in the chosen concept by rising to the occasion. The Commonweal team, network, and their portfolio companies navigate shifting political landscapes and face big challenges together. They’re not just walking, they’re advancing with intention, foresight, finesse, and a deep commitment to our country.