About the client
When Freehelper approached us for a rebranding project, we were not just consultants but admirers of its impactful work. As a pioneering Brazilian social platform, Freehelper has revolutionized how specialized volunteers connect with voluntary actions. The platform helps these volunteers enhance their technical skills while ensuring that Non-Governmental Organizations (NGOs) receive the expert assistance they desperately need. This symbiotic relationship fosters the professionalization of NGOs and broadens their access to specialized help, driving impactful social change.

Challenge
Despite Freehelper’s innovative approach and significant contributions, its branding didn’t fully encapsulate the essence of its mission. Its image was perceived as too institutional and sober, contradicting the vitality, collaboration, and transformative experiences at the heart of its vision. Seeking a more vibrant, inspirational, and modern identity, Freehelper turned to us to breathe new life into its brand.

Visual system
Our strategy was multifaceted, aiming to revitalize Freehelper’s brand image and align it more closely with its dynamic and transformative mission. We’ve redesigned the entire visual identity, including the logo, color palette, typography, imagery, and illustrations.

Logo
The silhouette of two figures sharing a single head in our logo symbolizes the unity of diverse individuals under a common goal. It also embodies a bridge, representing Freehelper’s role in connecting volunteers and organizations for mutual support and collaboration.

Colors and Fonts
Our color palette revitalizes Freehelper’s signature blue and green for digital use and introduces warm hues, such as pink and red, for approachability and a human touch. Typography also played a crucial role in mirroring Freehelper’s diversity and vibrancy. We use a serif font, “Aesthet Nova,” for headlines, adding a friendly and casual feel, and a sans-serif, “Altmann Grotesk,” for body text to ensure clarity and simplicity.

Imagery and Illustrations
Freehelper sees individuals as catalysts for change. Our photographic approach emphasizes the faces of those making a difference and captures moments where their talents shine. To complement this, we’ve created a series of illustrations that speak to personal connection and professional unity, blending sophisticated linework with playful figures.

Outcome
Freehelper’s rebranding marks a transformative step for the organization. With a new positioning and visual system, we’ve helped it tell its story more compellingly and engage a broader audience in its noble mission to drive change through specialized volunteerism.