Beloved

Beloved is a nonprofit organization that supplies children and teens in the foster care system with duffel bags filled with essential belongings and items they may not have, or have not had the opportunity to gather or take with them as they leave their home.

I worked closely with the founder to provide branding, stationery, and collateral design.

The logo depicts one of the duffel bags they produce, with the straps forming a heart. I used a more cool red, allowing the inviting and loving red to have a calmer presence. The gradient is gentle, and the heart stands out subtly from the center. They also requested a shorthand variant of the logo, a "B' with a heart, with the intention of being able to type the logo in informal texts or messenging.

The typeface is a serif, yet rounded and soft.

For more info about their work and how you can help, visit https://www.belovedbags.org/