02 Case study
Formula of Kindness
A public initiative backed by government and NGO stakeholders. I designed the full brand identity — logo, colour system and applications — used across its public-facing materials.
Formula of Kindness is a public initiative backed by government and NGO stakeholders. As a joint public initiative, the brand needed to feel official enough to be trusted, and warm enough to invite participation.
Brand Identity
Government-affiliated identities tend to over-correct toward formality and lose the human warmth that makes an initiative like this feel inviting rather than bureaucratic.
I designed a full identity system — logomark, colour palette and a flexible set of applications — built to work equally well on official documentation and on community-facing materials, so the same brand could speak in both registers without feeling inconsistent.
— What I did
- Brand strategy & identity
- Logo & colour system
- Applied brand guidelines across collateral
— Selected work
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