Humane Warriors
What began as an emergency relief initiative during India’s 2020 lockdown has since grown into Humane Warriors—a registered Swiss charity with over 150 global volunteers (“warriors”) dedicated to social and environmental justice. Their mission now spans education, livelihoods, and environmental impact, working closely with underrepresented communities around the world. To support this evolution, I redesigned their logo, website, and entire visual identity to appear modern, trustworthy, and welcoming to a global audience of young volunteers and donors.
The brief 🔎
Prompt
To design a modern, cohesive visual identity and website for Humane Warriors that reflects their evolution into a global advocacy platform. The goal is to create a brand presence that builds trust, engages younger audiences, and encourages action—be it donations, volunteering, or partnership.
Design Process
The project followed a lean, high-fidelity design approach. Given the clear content requirements from the client, the focus was on auditing the existing fragmented brand and building a cohesive design system. I worked in a highly collaborative, remote environment across three time zones (India, Canada, and Switzerland), syncing daily with developers and copywriters to ensure the vision remained consistent.
research 🔬
Background Research
I conducted a competitive audit of international NGOs to identify the visual language that builds credibility with younger demographics. Research focused on color psychology—balancing "professionalism" (trust) with "vibrancy" (action)—and analyzing how successful charities present impact data.
Research Goals
- Identify the design standards of top-tier global charities.
- Establish a visual tone that feels "positive" rather than "distressing," a common pitfall in NGO design.
- Audit the existing digital presence to find inconsistencies in social media and web assets.
User Personas
- I used research data to create user personas for our ideal users, capturing their characteristics, preferences, and needs. These personas inform our product development and marketing strategies.
Problem Statement
Humane Warriors needs a cohesive, professional, and welcoming visual identity that reflects its growth into a global charity, ensuring supporters feel inspired to donate and volunteer.
final design 👩🏼🎨
Design Decision
The design direction focused on transitioning Humane Warriors from an "emergency response" aesthetic to a "long-term impact" brand. The goal was to balance high-level professionalism that builds donor trust with a vibrant, welcoming energy that resonates with a global youth volunteer base. By moving away from cluttered, inconsistent visuals, the new direction emphasizes clean layouts, purposeful movement, and a unified brand story.
Visual Identity
Prototype
The new website features a streamlined flow provided by the client, enhanced by subtle, meaningful animations to create a more engaging, "living" experience. Every page was designed to be mobile-responsive, ensuring accessibility for volunteers worldwide.
Impact
Building Global Trust The new brand architecture established a level of professional legitimacy that reflects the organization's legal status as a registered Swiss charity. By aligning the visual language with international standards, the brand successfully transitioned from a local initiative into a credible, global NGO.
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