Jesmah Foundation

Overview

Jesmah Foundation works under the line "Inspiring Change, Impacting Lives." I designed its identity: the mark and wordmark, a four-colour palette, a brand pattern and type, then carried it across merch, stationery, event kit and imagery.

The challenge

A foundation's mark has to feel human and hopeful at a glance. It also has to hold up at very different sizes, from an app icon and a rubber wristband to the roof of an event canopy.

Approach

1. The mark is four figures, each a dot for a head and a bent stroke for a body, turning around a shared centre like hands joined in a circle. It works in full colour, in a single colour and reversed out of black.
2. The palette is purple (#4B0CDF), green (#03C352), magenta (#D60175) and lime (#E2FF8C). I used them as big flat fields so every application reads from a distance, and cropped the mark's strokes large to make the brand pattern.
3. Type is Sora, the same family used for Jesmah Furniture, set heavy for the wordmark and clean for supporting text.
4. Applications cover community merch and event kit: wristbands, drawstring bags, bottles, a backpack, totes, caps, tees, a notebook, packing tape and a branded canopy. For imagery, I drew simple white line illustrations over documentary photos, sketching in a toy, sandals, gloves and a slate.