We live foundation
category
Brand identity
Tools
WeLive Foundation provides orphaned children with a safe home, education, and emotional support, empowering them to build confident and independent futures.
Adobe illustrator
Role
Designed the logo under the guidance of the Creative Director at 55BC.
Let’s look into the thought process behind the logo.
Brief
The objective was to create an identity for WeLive Foundation that felt meaningful to the organisation and communicated what they stand for. I didn't want to approach it by simply creating a symbol and giving it a meaning later. I wanted the identity to come from a story or thought that genuinely connected with their work.
1.Starting Point
I felt like just creating a logo wasn't enough. I wanted it to have a story behind it.
So I started looking for stories that could connect with the organisation.
2. A Personal Memory
I remembered a small moment from my childhood , watching a mother cat carry her kitten until it was ready to walk on its own.
It made me think about care, growth and eventually letting go, something that resonated with the organisation.
3. Exploring the Idea
I didn't feel like I had arrived at the right concept yet, so I started exploring the core connection behind this memory.
I had another approach - birds sitting on a tree without any leaves, where the birds themselves started to look like leaves.
The idea started to feel right. I could see it becoming a logo.
4. Bringing the Ideas Together
A tree
with birds
Care of the mother cat
Instead of the mother leaving the kittens behind, I looked at it as a journey where care helps something grow, and growth eventually leads to independence.
This became the core thought behind the identity:
The tree represented care and growth, while the birds represented freedom and independence.
Care → Growth → Independence
5. Developing the Mark
With the concept in place, I started simplifying the visual.
The challenge was to make the tree and birds work together as one form, rather than having two separate elements placed together.
I explored different shapes, proportions and arrangements until the birds naturally became part of the tree.
5. The Final Identity
We called it “The Freedom Tree”
