Undue Medical Debt is an organization with a clear purpose reflected right in their name: to undo medical debt. The Great Believer team and I collaborated on naming, messaging, branding, and website design to develop a visual identity that highlights their commitment to this goal. The concept uses arrows as a visual metaphor to represent the undoing of medical debt—incorporating the letters D and U to suggest movement and reversal. Although this concept wasn’t ultimately selected, it still contributed to a bold and impactful new identity and web presence.