I was honoured to be commissioned to help form and develop the brand identity for Joy Centre as part of their development towards NGO status. Joy Centre works with children who are abandoned, homeless, from low-income families or who have experienced trauma and aims to give them a sense of belonging, significance, security and love so that they can thrive.
I set about conceptualising these values into a relatable visual language. The client responded positively to the use of a bright and engaging colour palette that imbues a sense of playfulness and optimism for the children, along with the repeats of affirmative words and messages that bring a sense of security. The house logo has a dual function. It indicates a home, a place of belonging, but also acts like an arrow, pointing to a brighter future along the right path. The vision statement, values and assets were then brought together into a visual style guide.
