Generosity
Is Right Here

We worked to create a rebranding initiative, collaborating with the internal CanadaHelps team on a series of design sprints - catered to refresh and personalize the brand tone, its colour schemes and logos, visualising an overarching brand concept fashioned by the creative team: Generosity is right here. The exercise was aimed to find tangible ways to rejuvenate the donation space culturally in a post-pandemic era - and find new in-streams to engage a younger Canadian generation.

Role: Art Lead
Agency: Public Inc

I had the privilege to work with: Michael Porfirio, Zaehen Ghanshani, Jun Kahng, Erin Stevens, Jill Applebaum, Phil and Adrienne.

Exploration #1 - The Seal of Trust.

The first exercise included creating a series of seals, stickers and window-frames as supporting devices on partner material, creating a modular design system that anchors CanadaHelps within the mirage of charities they represent, without overpowering these existing assets.

Exploration #2 - The Scribble.

Circling, planning and ink gesticulations on materials help create a human, candid and warm brand approach and suggests a free-flowing, uninhibited design system.

Exploration #3 - The Spotlight

A series of interconnected (spotlight) circles create fluid, modular animated windows, signalling collective spotlighting on partner materials through a mobile brand system - and reiterating that beneficiaries and donors can only build strong charities where one’s attention is focused on.

Generosity Is Right Here