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Our approach built on the existing brand’s typography and palette, extending it with a warmer, more human tone to reflect themes of generosity, outreach and meaningful impact. The heart-in-hand symbol, a widely recognised mark of charity and compassion, became the foundation of the program logo. It captures the idea of giving that comes from the heart and serves as a clear visual cue for the program’s values.
The result is an identity that feels connected, approachable and purpose-led—supporting the program’s mission to make a difference in the community.
