The Challenge
Lullaby Africa, a charity focused on developing mother-child bonds for women suffering from PTSD, faced a visual identity problem. In the charity space, their website stood out for the wrong reasons. They came to us in need of a new site and corresponding identity that could reflect their charity’s intersection between the human and academic.
The Solution
First, we set about developing the initial principles for the new brand. Since the primary output was a new website, we began by conceptualising the header page. Opting for a human-first approach, we selected emotive imagery to demonstrate the positive work the charity does in reconnecting families.
We chose two main fonts, a script font to convey the human side and a bold slab serif for the academic aspect. Our colour palette consisted of friendly yellows and oranges, and we incorporated hand-drawn elements into the site to maintain a warm touch.
