Corporate foundations often follow their company's identity. And that makes it difficult for folks to differentiate the nonprofit and for-profit ventures. Yet, at the same time you can’t stray too far from the founding logo. So, one of our constraints was to find a unique yet similar solution. The visual identity also had to be relevant for the complex audience matrix of people interacting with the org. Our last consideration was that the system needed to be fluid and flexible so the Foundation can get deep in niche topics while also communicating on a broad integrated level.
Our solution was simple. It’s all about action. Putting things into motion. Think of it in an elemental way. When simple things come together and activate, they are the building blocks of bigger, more powerful movements. Our concept was anchored in the idea of Simple Great Help. Then came the visual translation. Archetypal shapes were chosen to identify the three main pillars of the foundation. In this modular system these building blocks multiply and interact to form the greater whole. The shapes can be mixed and matched for different communication needs and audiences.
We developed a clear geometric typeface and a vibrant color palette. We chose a photography style that highlights both the power of individuals and communities. At the end of the day all these add up to a unique, consistent and coherent system.
Still, something was missing, an element that could emphasize the strength of the simple principle of helping others. Inspired by the magnificent, empowered portraits from the muralist Diego Rivera, an illustration style was generated. Charismatic characters with oversized proportions now accompany the visual identity system giving it more humanity. More soul.