As a part of my learning journey in the graphic design industry, I decided to select a not-for-profit organization and develop a new concept for its identity. For that, I’ve selected DoSomething. DoSomething is a global non-profit organization motivating young people to make positive changes both online and offline through campaigns that make impacts.

The organization was co-founded in 1993 by American actor Andrew Shue and his childhood friend Michael Sanchez, which philosophy is to “let young people lead.” The group funds local leadership and tutoring programs and gives grants to people under 30 who have ideas for projects that will improve their communities.

The main challenge in this branding is to capture the philosophy and spirit of the organization and then represent it visually so that young people can proudly show in doing good works. The logo is redesigned with a new bold wordmark that shouts out the organization’s name and primary mission, which is ‘Do Something’ for others. The objective of its primary mission is also portrayed in the monogram — the symbol of people — and incorporated within the logo while the smiling face indicates the positive changes that the organization is trying to achieve. The monogram can be expanded to generate a pattern of people lining and holding hands together or assembling in a circle, showing the bond between youths that are ready to implement positive changes in society. This pattern serves as the main modular system for the whole identity.

The new visual identity also uses the newly refined colour palette which is more vibrant, implying the youth’s excitement about achieving the organization’s mission. These colours portray the diversity of young people from different countries and cultures in the best way when applied to the modular system. Black as the main colour is still used mostly for the overall brand application.