The Case for Her: Swedish Foundation

Women’s health, Healthcare, menstural hygiene, branding, brand strategy, brand standardisation, communication, design, website

The Case For Her (TCFH) is a Swedish non-profit initiative that focuses on women’s health across specific regions in Asia, Africa & Europe. Futura Foundation and Giving Wings, the two Swedish non-profits have collaborated on this initiative and are passionate about making “the case for” women’s health in a more holistic way and have created sub themes within the focus of impact.

The brand building process was a collaborative and iterative process with the team to agree on a strategic vision for women’s health and how do we translate this from a brand building perspective and communicate it effectively. The brief was to also keep the design language minimal, clean and contemporary in design language.

Our Approach

The Identity of the box shape is woven around an iconic representation of a box (as a case or an argument). The shape is a form of XX chromosomes which defines the basic DNA of a FEMALE

The thickness and thinness of each C represents the X coming from mother and Other X from Father.

The colour is an overlap of blue and Red which are related to both gender identities.

The colour pallet of diverse colours supports various “cases” of female health and wellbeing.

The brand language is minimal yet effective to the context. The brand language is defined by strong colour theory and typography. Using minimal style to support the most important issues of female health.

The minimal language is extended to print and digital versions to meet present & future requirement of various other cases of female health.

Brand collaterals followed the minimal design approach with added interest of the brand identity shape to the print collaterals and the website.

The website was designed and developed by our team: /

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