The Pickwell Foundation approached KIND. to create a new brand identity which needed to express the friendly and collaborative nature of the Foundation. The concept needed to convey the importance of relationships, being connected, making connections and working towards collective change. The Pickwell Foundation work with charities that are working with displaced people and those combating climate change. They provide grants to support their essential work to protect people and our planet. KIND. spoke to a number of the charities they support, to find out what they thought the key messages were that the Pickwell Foundation needed to visually express. After discovering what these were, and fully understanding the nature and personality of the Foundation KIND. created three loose concepts. These ideas were then developed in collaboration with the Pickwell Foundation to reach a final solution.
The strongest idea was inspired by the pattern found in a friendship bracelet which we felt gave a strong pattern and also reflected the key messages of the Pickwell Foundation. The beauty that emerges from bringing the bright coloured threads together was a strong metaphor for the Pickwell Foundation’s support that it gives to charities. The bracelets are thoughtful and informal, symbols of friendship and care, each one is unique and holds its own story. A logo, strap-line and identity was developed and then applied to a new website and business cards.