WE-Care Brand Development
Bringing warmth and visibility to the invisible work that holds communities together.
Building the WE-Care brand from the ground up was one of those rare and deeply fulfilling opportunities I’d always dreamed of. It went far beyond design. It was about giving a voice and visual identity to a cause that truly matters. Oxfam’s WE-Care Programme works to build a just and inclusive society by recognising, reducing, redistributing, representing, and rewarding unpaid care and domestic work (UCDW). Being part of that mission reminded me of the power of design when it’s rooted in purpose.
Phase 1
I began the project by immersing myself in the brand by understanding its personality, audience, voice, and story. From there, I conducted in-depth research to define the key attributes that would shape the brand’s success. These insights came together in a mood board and word map, forming the creative foundation for the visual direction and overall identity.
Phase 2
In phase two, I transitioned from research to creation - sketching ideas for brand elements like templates, icons, and patterns, and exploring color and typography combinations to shape the visual feel of the brand.
Phase 3
In phase three, I refined the visual direction - finalizing the color palette, typeface, icons, templates and exploring vector logo concepts that began to shape the brand’s true identity.
Phase 4
Phase four was all about refining and finalizing the logo. After a few rounds of sketches, feedback, and collaboration with the WE-Care team, we landed on a final design that felt true to the brand’s purpose - and brought the full identity together beautifully.
Brand Presentation
Seeing all the elements come together was incredibly fulfilling - the brand finally felt alive and true to its purpose! Here’s the brand presentation showcasing the final deliverables.
A dream project - building a brand with purpose.
Client - Oxfam
Role - Brand Designer - Visual Identity, Research, Creative Direction, Presentation Design
Tools Used - Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Miro, Microsoft Word, Microsoft PowerPoint
From concept to identity, WE-Care became more than design - it became a voice for those whose care often goes unseen. I’m so grateful to the Oxfam team for believing in me and my work!