Based in Zimbabwe, the Sandra Jones Centre (SJC) is a home for orphans, abandoned infants and women in need. Over 900 children have been taken in over the last 10 years.
Rather than using the clichéd imagery of a struggling African country, I wanted to focus on the hope that the SJC offers. The brand and other communication materials are meant to show lives that have been radically changed, and the smiles of these children shine through.
The logo uses the bright colours of the Zimbabwean flag and the hope of a rising sun, while the handwritten font gives it a youthful aspect. A montage of different children from the centre was developed for the letterhead and stationery. The use of the logo colours in the black and white montage reinforced the branding.