„Darnic pentru Educație” (Donor for Education) – Branding that Gives Back. A campaign identity born from hope, generosity and the power of learning.
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Context
In December 2024, Asociaţia Antonia’s seasonal campaign aimed to do more than deliver gifts: it sought to build futures. They invited the community to join in a movement where generosity becomes education, where the sparkle of Christmas meets the steady flame of learning.
Our role was to shape a brand identity that could carry this dual promise — one that would feel joyful, trustworthy and enduring.
For years, the association brought festive cheer, yet the visual presence fluctuated: posters, social posts, donation banners each looked different. The message risked fading into background noise.
What if the campaign could appear as one coherent voice each year, instantly recognizable, yet flexible and alive?
The brief asked: how might we design a visual identity that feels both warm and professional, emotional but credible, festive but anchored in education?
We began with an insight that stopped us in our tracks: when someone gives, they are not just offering a gift — they are igniting a future. From this seed emerged the brand idea: Generosity builds futures.
We imagined the campaign as a tree of possibility: roots in knowledge, branches reaching for celebration, leaves of hope shining into the year ahead. Our strategy was to embody this in the visual universe: symbolically, emotionally, visually. We wanted every touchpoint — from a social-media tile to a print sticker — to carry the promise and feel of that tree.
When you give, you don’t only change a moment — you change a life of possibility.
Visual Identity System
The mark we created fuses three symbolic shapes: an open book, a stylised fir tree, and a guiding star. Together they tell the story of learning, generosity and hope.
Colour Palette
Every colour was chosen to evoke feeling first, then serve function. Research confirms: emotion-driven colour associations strengthen brand connections.
Our palette warms the heart and grounds the message.
- “Christmas Red” brings emotion and urgency.
- “Hunter Green” anchors trust and growth.
- “Leaf Green” and “Lime Green” speak to youth and renewal.
- White offers clarity and transparency.
Typography & Graphic Style
We chose a friendly, clean type family that balances professionalism with a human touch.
The photography style captures real children, real moments of giving and learning — not stock scenes. The iconography is simple, almost playful, but serious in purpose. The tone of voice leans warm — “together we can” rather than “we must” — in line with best practice in nonprofit brand voice and tone.
The brand no longer looks like a campaign — it looks like a movement
The brand no longer looks like a campaign — it looks like a movement
Impact & Results
Within weeks the campaign’s visual presence felt cohesive, branded, and alive.
Local volunteers commented they were proud to wear the badge. Donors said they felt more connected to the story behind the giving. While numbers are still being finalised, early feedback points to stronger brand recall and faster kit production for partners (less time spent redesigning each piece).
This project taught us that for a cause-driven brand, identity is more than a logo—it is a promise of change channelled through every visual, word and interaction. The system we designed isn’t static: next year’s “Masă Caldă pentru Educaţie” will slot into the same visual framework, keeping brand equity strong while allowing message freshness. For NGOs especially, design systems anchored in emotion plus structure serve both mission and scale.
“Design with heart. Deliver with purpose.”
