Expressing HOPE through Visuals; A CASE STUDY

Project:
Redesign of Visual Identity for Assured Hope Family Initiative.

Client:
Assured Hope Family Initiative is a non-profit organization based in Nigeria. This organization plans and executes love-driven projects that imprints hope and family-level care on communities deprived of it. Among others, their core values are Integrity, Hope and Love.

For the project, we accomplished a set of tasks listed out in accordance to the needs of the client:

• Logo
• Brand Assets
• Brand guide

The Design Lead for this project was Emmanuel Owoyemi.

PROCESS
On the start of the design process, there was a need to clarify the objectives and the values of the client. After series of briefs and discussions with the necessary stakeholders, the focal point of the organization was agreed to be HOPE. Being our first work for a non-profit organization, we researched extensively on design trends and applications of similar companies on how they designed their identities.

In lieu of the research made, the design lead on the project provided sketches that he believed to have embodied the brand’s message.
The team came together and after singling out the client’s preference, the final logo was agreed upon.

LOGO
The logo was designed after clarifying core messages that represent the organizations. The logo is explained as the organization which represents a relatively large oval shape on an anchor-like symbol serving as a shoulder upon which individuals deprived of love and care can lean on.

It’s all bounded by the 6-sided polygon which signifies the motherhood number of love and care. The typography and word mark perfectly complements the logo and fully embodies and unveils the simplicity the brand portrays.

BRAND ASSETS
The team then prepared a set of applications reflecting the identity in an innovative, non-complex way. This shows the design solutions of the logo and gives the client plethora of ways to apply the identity suited to their different purposes.

BRAND GUIDE
According to the client’s requirements, the team provided them with an extensive set of guidelines showing how rightly the logo, font and other identities elements are meant to be rightly applied and their strategic roles in the brand development.

The challenge to create an identity for a non-profit organization was obviously not an easy one but it definitely was eye-opening and boosted creativity for the team.