BRANDING + UI/UXDignity Foundation
SDL
Magna Woman


INTERACTIVE Museumsnacht Basel 2024

A.I + MOTIONMismatching Nature

ENVIRONMENTAL DESIGN
 Foundree

RESEARCH + EDITORIALPractice-led Image and Media Research








about
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Dignity Foundation


Client: Dignity Foundation
Year: 2021
Mentorship & Collaboration: Jyotika Purwar

BrandingIllustrationIconography Dignity Foundation is a much-loved non-profit organisation that helps senior citizens lead active lives through various productive ageing and social support services. Over the years, Dignity has grown in size, location, and programmes. Despite its clear mission, an inconsistent approach to identity and communications left it with a brand that did not convey the full breadth of its offerings and expertise.




Concept
We aimed to challenge the charity sector's reliance on shock tactics and sentimental language. The new Dignity brand uses joyful, respectful, and expert visual language and tone. We researched symbols of dignity across cultures and combined a star and a dahlia into a 10-petal flower based on golden proportions, creating a new mark for the Dignity Foundation.





Before



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After





Circle of Life







Illustration Style
We extended the brand system to create a “Circle of Life,” symbolising dignity within a larger ecosystem. This includes hand-drawn flora and fauna symbols for various foundation programs.

Each symbol, featuring a flower petal at its heart, expresses warmth, kindness, and humanity. The “Circle of Life” unified the foundation’s diverse programs into a cohesive ecosystem under one master brand.








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