rzv.studio
Motion

Selected work

Lady Fatima Charity

Logo design and brand identity for a charity dedicated to empowering mothers around the world. Probably one of my favourite logo design projects, so I was really gutted when the client chose not to proceed with this concept. I am using a different name to present this brand identity project.

Lady Fatima Charity — the logo debossed on folded white paper over Saadat Green
Date 2019
Location London
Role Branding
Type Client WorkNonprofit

Problem

The client wanted to rebrand their already established presence as a charity within the Muslim community, with a global footprint of brand touch points. They wanted to revamp their brand identity and digital presence in a way that clearly communicated their primary purpose - empowering mothers. I had to create a logo design that felt like a natural progression from their existing brand to avoid too much disruption to their existing brand influence.

Lady Fatima Charity — the full logo lockup on white

Solution

Within minutes of meeting the client for dinner, I became fixated on the idea of using the Arabic letter ’Fa’ as a symbol of a mother cradling her child. I spent about 2 months looking at every single variation of the letter ’Fa’ during my Arbaeen pilgrimage. Returning back to my desk, I began the process of designing the concept to present to the client. However, the client decided they did not want to proceed with a rebrand.

Lady Fatima Charity — the logo reversed in white over a photograph of a mother carrying her baby Lady Fatima Charity — the logo reversed on Saadat Green with the brand’s geometric pattern
Lady Fatima Charity — how the monogram is built — the Arabic letter ف combined with a mother-and-child figure, and the mark filled with a portrait Lady Fatima Charity — the typefaces, Argesta Display and Wotfard, beside the line “Empowering mothers to nurture a meaningful future for all of us.”
Lady Fatima Charity — the colour palette — Saadat Green, Sadaqa Blue, Tahira Gold and Noor White — with the geometric pattern
Lady Fatima Charity — a printed business card Lady Fatima Charity — a sheet of branded stickers
Lady Fatima Charity — the annual report, cover and inside spread Lady Fatima Charity — the charity’s Instagram profile on a phone
Lady Fatima Charity — the monogram on a green sweatshirt
Next project Who is Hussain Who is Hussain — a red “WHO IS HUSSAIN?” panel mounted on a wall View case