Figth for zero.

Included

Brand strategy / Naming / Brand architecture / Brand messaging / Visual identity / Stationery design / UX/UI / Physical space / Graphic and digital production

The client

Fight for Zero is an organization dedicated to empowering young people in socially vulnerable areas of Stockholm. Mariah Hildetorn, a social entrepreneur, and Henok Alem, a former captain of the Swedish Boxing Federation and multiple Swedish boxing champion, work tirelessly to build a society free from violence, segregation, and exclusion.

The work

The Fight for Zero brand must connect with two distinct audiences: the young people who benefit from the organization's training and leisure activities, as well as politicians and donors. This unique target mix demands a brand that exudes cool, modern, and urban vibes. It should be relatable and appealing to suburban youth while also radiating seriousness, reliability, and professionalism.

The logo, designed with the typeface Acumin Variable Concept in Condensed Black, plays a significant role in the brand's identity. To add a touch of visual intrigue, the word "For" is cleverly inverted within the logo. This square-shaped logo commands attention and conveys both confidence and modernity. In addition to this distinctive logo, the fonts chosen are Oswald Semibold for headers 1 and 2 and Oswald Medium for header 3. Open Sans Bold is used for the preamble, while Open Sans Regular is employed for the body text.

 

To accentuate key words and create a unique visual identity, a supplementary typeface called "Permanent Marker" has been developed due to its bold handwritten appearance. The primary colors of the brand are blue and deep dark green, complemented by a bright yellow accent color. Grey, white, and black serve as the foundational colors. Furthermore, 12 complementary colours have been crafted to infuse variety into the brand and enable its application across physical locations, websites, and presentation materials.

In addition to these elements, the brand encompasses icons, graphic features, and imagery that further strengthen its visual identity.

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