ALR

The Challenge — The NGO was raising funds with clip-art flyers and an inconsistent logo, which hurt its credibility with institutional donors while its cause deserved the opposite reaction: warmth, dignity and trust at first sight.

The Approach — I built the identity around a protective, rounded mark and a warm palette, then proved it could live everywhere a small NGO actually communicates — printed banners, a repainted vehicle that doubles as mobile advertising, and simple stationery staff can produce themselves.

The Solution — A human, production-realistic identity system — logo suite, stationery, apparel, banner and vehicle livery — that made ALR read as a serious partner to donors while staying unmistakably warm.