Behind the Brand: Wyo Text
When we began developing Wyo Text, a partnership between nonprofits Cathedral Home and Crisis Text Line, we knew it had to be unique. Read on to see how we built a brand worthy of Wyoming.
When we began developing Wyo Text, a partnership between nonprofits Cathedral Home and Crisis Text Line, we knew it had to be unique. Read on to see how we built a brand worthy of Wyoming.
In Wyoming, isolation is real — long highways, small towns, and a culture that prizes toughness. Wyo Text Line needed a brand that would feel approachable, local, and trustworthy. This is the story of how we built it.
We drew inspiration from Western heritage visuals, bold typography, and a sense of discovery across the state. Asking for help needed to feel like part of the culture, not something outside of it.
It was important to position the service as accessible, private, and part of the local community’s support network, encouraging people in rural areas to reach out without feeling isolated or judged.
“The brand needed to feel like something you’d see on a feed store hat, a locker room poster, or a Wyoming highway billboard — approachable, authentic, and impossible to overlook.”
Designing stickers and merch allowed the brand to travel into everyday life — subtle reminders that support is just a text away.
The most fun part of the entire project has been working with the Cathedral Home team to bring Wyo Text to youth in the Laramie community. Having them serve as ambassadors in photo shoots, giant posters, and sporting merch, buttons, and stickers is heart-warming to say the least. And, without even trying, they’re communicating to their peers that asking for help is a normal, safe, acceptable thing to do.
And. In just seven months, the brand secured six years of funding and is already a trusted lifeline across Wyoming.
