Non-profits
Brand Identity | Web Design | Motion Graphics
Purpose Foundation is a fully independent nonprofit, created and led by partners of Purpose after ten years of running social impact funds and campaigns. It works across areas such as poverty relief, education, and human and civil rights. After a decade of growth, the foundation urgently needs a clear public-facing identity, one that looks reliable and professional, but still feels warm and approachable to everyday supporters.
The visual idea starts from a simple moment: people standing together, lifting a banner. The logo is built from the overlapping initials “P” and “F” of Purpose Foundation, forming a single abstract mark. The open rectangular space in the middle suggests a shared sign being held up, while the rounded corners soften any sharp, aggressive feel and instead give the mark a calm, warm form with a clear, determined attitude.
The straightforward block shapes make the identity system very easy to use. The central gap acts as a flexible container: it can hold banner-style copy, giving the mark clear, direct messages to carry. The symbol can also stand on its own and frame imagery, from textured backgrounds to close-up portraits. When arranged in a row, the icons form a strong visual grid that can host campaign titles and key messages. Overall, the system is flexible and robust enough to work across campaigns, digital interfaces, and printed materials.
Impact
The new identity helps Purpose Foundation present a clear, serious, and human presence to funders, partners, and local communities. Over the last five years, from 2020, the foundation has received 36 grants from 24 grantmakers totaling $10,992,380 and made one grant of $15,436, supporting work in poverty relief, education, and human rights for underserved groups.
Agency:
Purpose (NYC)
My Role:
Lead Designer (Brand Identity, System Design, Web Design, Brand Implementation)
Creative Direction:
Partner Jessy Tolkan
Web Developer:
Matt Lima
Project Management:
Annie Melia