Casa de Luz is a non-profit organization based in Primo Tapia, Mexico. Their mission is to provide single-parent families with the necessary resources to rise above the limits of the poverty in their area. The main objective of this project was to create a brand identity that is equally approachable as it is professional/trustworthy. A welcoming impression is necessary for those receiving support. The donor base takes priority as the primary target and therefore being viewed as legitimate and established is very important.
I use design thinking processes and thumbnail sketches to hone in on the direction of the project.
After establishing a direction, I sent the client two variations of my initial design for some feedback.
They liked the "handmade version" and expressed a preference for organic shapes in order to feel "down to earth". I went on to add a stamp texture and distress the type to lean further into that more human touch. We also decided a more vibrant blue color would be best suited. These suggestions resulted in the final version.
I went on to develop a simple brand guide based on the final brand mark and further discussion.
I followed up with some potential applications of the brand identity. They appreciated how these better helped them imagine how the brand identity can extend beyond the brand mark.
