Industry
Non-profits
Purpose Foundation
Agency
Purpose
Role
- Owned the project end-to-end, from identity pitch win through final delivery
- Led the identity system build, and delivering production-ready guidelines for rollout
- Collaborated with web development to launch the website design
- Self-initiated motion studies (not an official deliverable)
Challenge
Purpose Foundation needed a unified public-facing identity to support a growing portfolio across poverty relief, education, and human rights. The system had to balance institutional credibility for funders and partners with warmth for broader audiences. It also needed to be easy to apply across touchpoints, from guidelines and stationery to a scalable website template.
Impact
The new identity helps Purpose Foundation present a clear, serious, and human presence to funders, partners, and local communities. Since 2020, the foundation has received 36 grants from 24 grantmakers totaling $10,992,380, supporting work across poverty relief, education, and human rights.
Team
Project Lead / Partner Sponsor:
Jessy Tolkan
Design:
Yating Liu
Web Developer:
Matt Lima
Project Management:
Annie Melia
I created a banner-like “PF” mark where the inner gap captures the moment people lift a banner together. I softened the sans-serif letterform corners into a rounded, heart leaning shape to balance credibility with a warmer, more approachable tone. For these reasons, this was the direction I recommended most strongly among my three concepts
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