The Generous and the Grateful is a registered charity connecting kind Australians to those rebuilding their lives after trauma. We were approached by the founder Carmen to design an identity for the charity. She wanted to convey the organisation as warm, kind and vibrant. She also made a point about the generous and the grateful being on the same plane. There is no room for the one being holier than the other feeling of some charities.

The solution I came up with was a infinity loop logo that embraces the cycle of giving, receiving, re-purposing and re-using. It also conveys the idea that you may be the generous one day and the grateful another day and so it comes full circle. A soft colour palette and portrait imagery complement the logo to show a warm, friendly approachable brand.