An inclusive identity that strengthens a social mission around dignity, compassion and visibility.
Vamos Dignificar is a civic association defending the rights of people with disabilities, elderly people, LGBT people and communities in Portugal's rural interior — distinct groups united by the same demand for dignity. The challenge was creating a single symbol able to represent that range of causes under one mark, without diluting the message or reading as institutional and distant.
I built an icon where two hands — one purple, one lime green — rise to hold up a human figure whose head and torso merge into the silhouette of a heart in magenta and pink. The composition reads simultaneously as “person” and as “care,” reinforced by a vibrant palette and a direct, lowercase typeface that brings the brand closer to the people it represents, rather than speaking down to them.
The identity was applied across stationery — letterhead, business cards — and an institutional tri-fold brochure presenting the association's vision, mission and values, using the same palette in bold geometric blocks to name each group it supports. The result is a warm, instantly recognizable mark that conveys welcome without losing the seriousness of a social advocacy organization.
