To create a visual language that delicately communicates the sensitive topic of orphanhood while avoiding excessive drama. The identity needed to evoke unconditional trust at first glance, broadcasting warmth, sincerity, and German reliability. Our goal was to develop an image that is attractive to European donors yet friendly to children.
HelpWay is more than financial aid. It is an organization building an ecosystem for a happy future: from providing housing and education to deep psychological rehabilitation and socialization.
The foundation's mission is to replace the feeling of loneliness with the feeling of family. The project unites caring people around the idea that every child deserves a safe start in life. Therefore, our task was to move away from the image of a "strict bureaucratic institution."
The visual part had to reflect a warm, open community where support prevails. We aimed to create a design that speaks of hope and perspective, showing that HelpWay is a reliable bridge (Way) to a better life, which the child crosses not alone, but with support (Help).
The brand name became its main manifesto: HelpWay is the path of aid we pave for every child. The visual mark complements this idea, creating an image of safety and continuous support. It is a logo that needs no complex decoding — it is read with the heart.
The naming HelpWay is built on the fusion of two fundamental concepts: "Help" (action, support) and "Way" (path, direction, future). This name is easily understood in any country, which is critical for an international foundation. It broadcasts a simple truth: we don't just provide resources; we show the way to a new life.
The graphic mark embodies the idea of an "orbit of care." The composition is based on dynamic arcs that encircle the name, creating the effect of a protective sphere or planetary orbit. This is a metaphor for a global community coming together around a child to shield them from external threats.
The logo's typography is a modern, clean sans-serif. The thin, elongated letters broadcast the foundation's transparency and openness, as well as German structure and order. The accent lime green color in the arc symbolizes life, the energy of growth, and a "green light" for a happy future, contrasting with the restrained white font. Together, these elements form the image of a brand that can be trusted with what matters most.
The HelpWay visual strategy extends beyond screens, coming to life in tactile objects that people actually want to wear and share. We developed a line of merchandise and accessories that communicate the foundation's values through empathetic design. Every element — from the hoodie embroidery to the vibrant stickers — aims to build a community of caring individuals united by a common goal.
The centerpiece of the textile line is a hoodie in a deep green shade, symbolizing hope and tranquility. On the chest, a delicate "hope" embroidery is integrated into a heart outline — a subtle reminder that help starts with an inner spark. The back of the hoodie reveals the brand's story through a grid of naive illustrations. We intentionally used a hand-drawn style to emphasize sincerity and childhood innocence. The house, flower, teddy bear, and sun are symbols of the basic needs and joys of every child that the foundation strives to protect.
The sticker pack was designed as a tool for viral communication. We traded formalism for bold, saturated colors and clear messages: "Support Kids," "Give a Smile," "Future Bright." The variety of shapes and themes allows everyone to find their own way to express support. These stickers don't just decorate laptops or notebooks; they make charity a part of an everyday lifestyle, turning every owner into an ambassador for a good cause.