The Brief
Established to 'further health and well-being through creative activity', AFHC devises and manages projects which bring together the professional Arts and health sectors. I have worked closely with this charity, almost since its inception, and I am proud to be playing a part in its rapid growth and continuing success.
I devised their instantly recognisable 'corporate identity' (which involves logos, livery, signage, letterheads and business cards), and built their website. In addition I also produce all of their print output which includes information brochures and a quarterly newsletter.
The Solution
Creating a visual identity for a publicly funded charity like AFHC is a complex challenge. This is because they must simultaenously appeal to several radically different target sectors: Arts practitioners, health professionals, project participants, and funding bodies.
I created a clear, corporate, highly legible logo. The use of purple, rather than the standard corporate blue with the orange, suggests creativity. The squares and circle motif allows for deployment in other areas of the corporate identity, such as bullet points on print designs and the website, and informed the shape of the matching information brochures I produced.
