Fundação Francisca Franco
2018
Branding
Overview
Fundação Francisca Franco is a nonprofit organization founded in 1954, dedicated to supporting people in situations of social vulnerability in São Paulo. Through social programs and community initiatives, the organization provides assistance and promotes social inclusion.
This project focused on rethinking the visual identity to better reflect the foundation’s impact and values.
Objective
To redesign the visual identity in order to:
Communicate the organization’s role in social support and community integration
Create a more modern and clean, recognizable brand presence
Ensure clarity and accessibility across everyday communication materials
Approach
The redesign explored how visual elements could translate the foundation’s mission into a clear and engaging identity.
Developed a new color palette and symbolic elements
Focused on simplicity and clarity to reflect the organization’s values
Designed a flexible system adaptable to both digital and print materials
Considered real-world applications used in the NGO’s daily operations
Design Decisions
Used vibrant and bold colors to represent energy, continuity, and active community work
Applied simple and clean forms to reinforce clarity and accessibility
Created a visual system that balances warmth and professionalism
Ensured consistency across both online and offline touchpoints
Outcome
The result is a refreshed and cohesive visual identity that better represents the foundation’s mission and presence in the city of São Paulo. The system was designed to support a wide range of applications, strengthening communication and reinforcing the organization’s role in the community.